Streaming services adopt scheduled viewing, a tactic traditional TV has used for decades

Streaming services are adopting scheduled viewing, a tactic long used by traditional TV, to boost audience engagement. HBO Max saw significant interaction with its novela "Beleza Fatal" by releasing its finale at a set time, creating a shared viewing experience. This mirrors TV's historical approach to building anticipation and community around programming. While streaming emulates live TV events, traditional broadcasters like Globo are expanding their content across multiple platforms, offering diverse ways for audiences to engage with shows like "BBB."