{"id":8149,"date":"2025-03-28T01:05:23","date_gmt":"2025-03-28T05:05:23","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/03\/28\/fomo-tv-the-return-of-appointment-tv-with-a-streaming-twist\/"},"modified":"2025-03-28T06:37:11","modified_gmt":"2025-03-28T10:37:11","slug":"fomo-tv-the-return-of-appointment-tv-with-a-streaming-twist","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/fomo-tv-the-return-of-appointment-tv-with-a-streaming-twist\/8149\/","title":{"rendered":"FOMO TV: The Return of Appointment TV\u2014With a Streaming Twist"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Jess Armstrong, EVP of Marketing, Upwave<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Remember when you could binge-watch an entire season of a show in one sitting, only guilted off the couch by the &#8220;are you still watching?&#8221; prompt? Netflix, the king of binge, started it all with <em>House of Cards<\/em>, and by the early 2010s, almost every streaming service had hopped on the bandwagon, dropping entire seasons at once. Even before that, DVRs helped us catch up on shows we missed, the first steps of a binge-watching culture.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But for those of us old enough to remember TV before DVRs, there was <em>Appointment TV<\/em>\u2014the thrill of waiting for your favorite show to air live. If you missed it, you were out of luck. No binge, no catch-up. You&#8217;d have to wait for reruns, buy the DVD box set months later, or hope your friend with a VCR hit record at the right time.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In entertainment, however, everything is cyclical. The episodic drop is making a comeback and, at the risk of sounding too Millennial, I\u2019ve given it a new name: <em>FOMO TV<\/em>.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s not quite <em>Appointment TV<\/em>, since you <em>can<\/em> still watch whenever you want. But here\u2019s the thing: <em>FOMO TV<\/em> thrives on one simple premise\u2014the <em>fear of missing out<\/em>. In a world dominated by social media and (now virtual) water-cooler chats, if you\u2019re not in on the latest episode, you\u2019re not in on the conversation. Spoilers are a click or group chat away, and if you\u2019re not prepared, the cultural moment will pass you by.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Shows across all streaming platforms, and geared towards all demographics, are adopting the one-episode-a-week model\u2014<em>Beast Games<\/em> on Prime, <em>Severance<\/em> on Apple TV, <em>The White Lotus<\/em> on HBO, <em>Yellowjackets<\/em> on Showtime. The list goes on.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Platforms traditionally known for binge drops, like Netflix, have dialed back their approach. New seasons of <em>The Great British Baking Show<\/em> and <em>Rhythm + Flow<\/em> are being staggered out in weekly releases, while <em>Love is Blind<\/em> was dropping in batches, leaving viewers on edge for the next installment.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Streaming platforms owned by traditional broadcasters are in on it too, <em>Traitors<\/em> on Peacock and Paramount\u2019s <em>Land Man<\/em> following suit. Even the linear counterparts are reaping the benefits of this cultural shift, with TV shows like <a href=\"https:\/\/programminginsider.com\/wednesday-ratings-survivor-48th-season-premiere-lifts-cbs-to-top-all-prime-time-demos\/\"><em>Survivor<\/em><\/a> pulling in viewers in real-time, or at least on the same day.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Why FOMO TV is Here to Stay<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">So, why are streaming services shifting back to weekly releases? One reason could be simple consumer desire: people are sick of binging. We overdid it during the pandemic, and now, the novelty\u2019s wearing off. Another could be that spacing out episodes helps slow down customer churn\u2014keeping audiences hooked for longer periods instead of binging and abandoning.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But whatever the motivation, <em>FOMO TV<\/em> isn\u2019t just a win for these platforms and viewers\u2014it\u2019s an opportunity for advertisers. But, it raises some interesting questions about how to make it sustainable and valuable for all parties.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The questions FOMO TV raises for advertisers and streaming services<\/strong><\/h2>\n<p class=\"wp-block-paragraph\"><strong>How do advertisers court this highly engaged audience?<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Advertising in a FOMO-driven world requires a shift in creative strategy. Outside of some truly tentpole events and long-awaited shows (like <em>Stranger Things<\/em>), advertisers often run the same ads they run against other programming. Is that enough now, or should they make creative decisions related to the high-profile shows they\u2019re advertising against?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019re advertising during an episode of <em>White Lotus<\/em>, don\u2019t just throw in the same :30 spot. Why not tailor the ad to the show&#8217;s tone\u2014vibrant, lush, and tropical-chic? Or, take a page from Kerastase Thermique, who partnered with actual talent from <em>Real Housewives of Salt Lake City<\/em>, Lisa Barlow, in real-time after she organically <a href=\"https:\/\/www.glamour.com\/story\/how-rhoslc-made-kerastase-thermique-go-viral-with-a-one-liner\">recommended the product<\/a> to her castmates on-air.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Should streaming services innovate on ad opportunities?<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019re still dealing with ad breaks from the pre-streaming world. Ads were fine when you were tuning in live to watch <em>Friends<\/em> on NBC in 1996, but when you&#8217;ve been waiting a week for the next episode of <em>Paradise<\/em> on Hulu in 2025, does a 90-second commercial break keep you in the moment?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Content providers should experiment more with the technology available to us today with quick interstitials, split-screen ads, takeovers, or even shoppable commerce opportunities. The goal is to break through the bubble in a way that feels engaging, not intrusive, and capitalizes on the attention being paid.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What, if anything, should change about how advertisers measure in a world of FOMO TV?<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I\u2019d be remiss (and probably in <em>desire<\/em> of missing out on the next meeting with my CEO) if I didn\u2019t mention the role measurement plays in <em>FOMO TV<\/em>. Ideally, advertisers are investing in show(s) through the course of the season. If so, they should measure the impact of ads on brand KPIs like awareness and favorability over the entire season instead of fixating on any one episode.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The beauty of the episodic model is the long runway it offers advertisers to measure and optimize different creative strategies across multiple weeks. This kind of flexibility, paired with increasingly innovative measurement, provides the opportunity to maximize investment that the binge model didn\u2019t offer.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The New (Old?) Normal Offers Opportunities for All<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>FOMO TV<\/em> isn\u2019t just a trend; it\u2019s a shift in how we consume media. While binging isn\u2019t completely gone, the landscape has changed. For advertisers and streaming services, this is a call to action, and just a start to the questions we should be asking. Everyone needs to adapt their strategies or fear being left behind\u2026and missing out.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In entertainment, however, everything is cyclical. The episodic drop is making a comeback and, at the risk of sounding too Millennial, I\u2019ve given it a new name: FOMO TV.<\/p>\n","protected":false},"author":7,"featured_media":8150,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[10],"topics":[2],"class_list":["post-8149","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-streaming-ctv","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>FOMO TV: The Return of Appointment TV\u2014With a Streaming Twist | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/fomo-tv-the-return-of-appointment-tv-with-a-streaming-twist\/8149\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"FOMO TV: The Return of Appointment TV\u2014With a Streaming Twist\" \/>\n<meta property=\"og:description\" content=\"In entertainment, however, everything is cyclical. 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