Patience is in short supply these days, as we are all used to having instant options at our fingertips and generally refuse to wait even a short period to get what we want. This trend is on full display in the entertainment sector, where content creators have to make sure their best stuff is delivered right away before the viewer loses interest. From video games to Netflix shows, everyone seems to be skipping the intro and jumping straight into the action without wasting a moment.
While a desire to minimise waiting is rational and understandable, such an intense focus on immediate start of every media clip is worth a deeper look.
Too Many Alternatives to Wait for Anybody
The simplest explanation is that we are spoiled by an abundance of choice. There is no reason to wait for a file to load when you can just click on a different link and get everything right away. The level of competition in the digital entertainment sector is higher than it has ever been, while the technological means of delivery have sufficiently advanced to eliminate almost any downtime. The user’s attention may already be divided between multiple screens, and it’s very easy for it to slip if another app sends a notification or a text message arrives. In case there is any notable delay before a content starts, the user might be completely drawn away by something that just popped up and abandon the initial effort.
Avoiding Ads, Promos, and Recommendations
Another reason to insist on skipping all the intros is that they typically serve as a backdoor for shoving marketing content down our throats. Every time you click on a YouTube video, you are forced to watch an ad before you can get to content you actually want to see. Commercial offers are integrated into so many media formats that users started developing defensive mechanisms to block them out. Promos are especially annoying when they are mandatory and/or completely unrelated to the main theme of the entertainment content you can trying to engage with. That’s why forcing a viewer to spend 15 seconds doing something he never signed up for is a big ask.
Trying to Consume As Much Content As Possible
The sheer volume of entertainment content available from a mobile phone has made a lot of people greedy for more. There are so many great TV shows, sports events, and games in online casino for Canadians that it’s impossible to just ‘pick your favourites’. Binge-watching, multi-screen browsing, and channel skipping are some of the ways to cram even more great stuff into your day, but the schedule is still going to be tight. Shaving off even a minute by not having to wait is important in this context, as that’s time that could be better spent consuming another type of entertainment. In the attention economy, it’s all about math and right now that means faster access.
Waiting Is Not Very Entertaining
Looking at the screen and waiting for something to happen is the definition of boring. Absolutely nobody wants to do that all day long, over and over. Given that the average person interacts with multiple entertainment channels daily, it’s obvious why keeping the wait brief is such a big deal. Even if there is something to look at during the windup to the real thing (i.e. intro scene, fun animation, or discount offer), it’s all just a distraction. People go to an entertainment website because they need an outlet, and they are not in the mood to endure a dull spell before they can get what they came for.
