Speaking of interruptions, think about television. We spend all kinds of money on gadgets and services such as TiVo to keep commercials out of our lives. But could we possibly enjoy the latest installment of Lost or House even more with the periodic interruptions of commercials? Leif, Tom, and Jeff Galak had the gall to test this. They discovered that when people are watching uninterrupted TV programs, their pleasure diminishes as the show goes on. But when the show is interrupted by commercial breaks, the pleasure level increases.
How should streaming platforms deal with that?
Should the showmakers take that into account and introduce some artificial breaks in the plot in the middle of the show?
