Def some physiology behind that. If some random movie is on TV it's like "oh cool this is on," if that same movie is available on demand to watch whenever I want it's "seen it, don't need to watch again."
That and I'm paranoid about everything I watch being tracked and used to profile me.
I definitely agree that I'm more willing to watch something that happens to be on, but might not watch the same thing on Netflix (same with the radio and Spotify). Is there any scientific research that proves these thoughts?
People value potential losses more than potential gains. Loosing $10 will affect you more intensely than finding it (or at least you judge it to be before the fact).
So when something is on, there is a "loss" in missing it. When it's on Netflix, there is only a "gain".
That and I'm paranoid about everything I watch being tracked and used to profile me.