Nudging modern attention: How streaming platforms can make remembering easier

In an age where content is abundant but attention is scarce, linear television and radio face a challenge shaped by how modern brains process information. The programmes remain strong, the talent remains compelling, and audiences continue to care deeply about shared cultural moments. What has changed, however, is the environment in which people are asked to remember when and where those moments happen. We no longer organise our lives around schedules, we organise them around prompts.

Behavioural science has long shown that human attention is finite and that cognitive load is high. Every day, we process an extraordinary volume of information, make countless small decisions and respond to a steady stream of alerts, messages and tasks. In this context, nudges become essential. A nudge is a timely cue that supports behaviour by appearing at the moment action is possible. It does not override choice, but simply makes follow-through easier. This reality becomes especially visible around live and scheduled content.

Attention has changed, not interest

Over the holidays, I listened to Greg James’ Christmas Day broadcast on Radio 1. He is one of my favourite broadcasters, although I’m not a regular listener to his daily show. What appealed to me was the idea of tuning in on Christmas Day itself — a live, one-off broadcast felt exciting, seasonal and different. I did listen, and I enjoyed it, but only because I consciously remembered when it was on. BBC Sounds didn’t offer a reminder for the live show, so the responsibility sat entirely with me to hold that information in my head on one of the busiest days of the year. The experience prompted a simple thought: this could be easier.

A similar pattern played out with The Hunting Wives on ITVX. I’d heard a lot of good things about the series, and it took five long months to arrive in the UK. I watched the show when it was released, but only because I made a deliberate effort to remember the date. I even added a note to my calendar to remind me. There’s probably a joke to be made about manually scheduling reminders to watch television (who even does that?  Answer: me), but it reflects a very real behaviour. My calendar is where my attention lives. If something isn’t brought to my attention at the right moment, it’s likely to be displaced by work, deadlines, appointments, and competing priorities.

Bridging the gap between interest and action

In both cases, the intention to watch or listen was already there. What made the difference was the amount of effort required to bridge the gap between interest and action. Behavioural science describes this gap clearly. Motivation alone doesn’t guarantee follow-through. People also need the ability and opportunity at the right moment. When cognitive load is high, even small amounts of friction can interrupt behaviour. Nudges reduce that friction by carrying some of the mental load on the user’s behalf.

Streaming platforms have already demonstrated how effective this can be. Netflix allows users to set reminders from the moment a show or film is announced, whether that announcement is weeks, months or years before release. Interestingly,  ITVX added an ‘upcoming’ tab to their app in late January 2026, which allows you to set a reminder for some of their most high-profile forthcoming shows (think Love Island Games, Six Nations coverage and 9pm dramas) – although this currently amounts to only nine titles in total. By capturing intent early and responding later with a timely notification, the platform aligns with how memory and attention actually work. Adding robust reminder functionality across TV and radio would support linear viewing and catch-up behaviour.

Limitations for linear and live broadcasting

That same logic doesn’t currently extend to live radio. I can subscribe to Radio 1 Breakfast with Greg James, but it doesn’t tell me when he’s live; just when the show has been added to BBC Sounds. Applying the same reminder principles to live content would create a more consistent and supportive experience.

Recent viewing trends suggest that audiences remain willing to engage with linear television when anticipation is high. The Celebrity Traitors drew an incredibly large live audience, and the current series of The (Civilian) Traitors continues to do the same. Anticipation plays a powerful role in sustaining attention. But even so, that anticipation works best when paired with timely cues.

Some third-party apps and TV guides already offer reminder features, and these can be useful for particularly engaged audiences. However, reminders are most effective when they come directly from the platform hosting the content. Visibility is important here. For reminder systems to be widely adopted, people need to know they exist. Netflix integrates reminders directly into browsing and discovery, allowing users to act on their interest in the moment. 

Supporting modern attention

Linear television and radio continue to offer something distinctive. Live moments, shared experiences, and a sense of occasion still resonate strongly with audiences. Supporting those experiences with thoughtful, behaviourally informed design strengthens rather than diminishes their impact. As attention becomes increasingly precious, the platforms that thrive will be those that recognise how modern brains work and respond with clarity, care and well-timed nudges that help people show up for the things they already want to enjoy.