Have already viewed several videos

In the first part of the research, participants view either five different music videos or just one music video, and then we asked them if they’d rather watch another video or complete a work-related task.

In theory, one might expect that people would get tired of watching music videos after watching five in a row, reducing their desire to watch more of them. But in fact, we found that the opposite was true: Watching five videos made people 10% more likely to choose to watch an additional music video than if they only watched one video.