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Adult Swim Loves to Hate

Posted 06.29.2010 by Colin Gilligan

When viewing video content on popular television network websites, like NBC.com or BravoTV.com, we’re all familiar with the ability to sort by “Top Rated.” But, Adult Swim has a different approach. In addition to a “Top Rated” sort option, the quirky Cartoon Network co-habitant also offers a “Top Hated” sort.

Adult Swim Top Hated Content

Why would anyone be interested in watching low-rated content? Does it work for Adult Swim because of its sub-cultural, “different is funny” target audience? Or, does it appeal to the more general market that enjoys rooting for the underdog?

Whatever the reason, Adult Swim’s unique and intriguing content delivery system seems to work: The most-viewed video in the “Top Rated” section is 50% higher in ratings but only 15% higher in views compared to the most-viewed video in the “Top Hated” section. Plus, I was immediately drawn to the section, wondering why these videos were hated from an anthropological perspective.

In general, “Top Rated” content sorting boosts views because videos, like all other viewable and downloadable content online, are subject to what sociologists refer to as the “Matthew effect,” or cumulative advantage. This is where “the rich get richer and the poor get poorer.” The theory goes that when others assign high social value to something – in this case, a video rating – that thing will tend to garner higher and higher social value still. We are, after all, a socially-influenced society.

Then why would a video with a rating 50% higher than another video only earn 15% more views?

The answer is clear. When it comes to online video consumption, it seems the factor that has the most impactful social influence is number of views – and not ratings. This certainly is not a surprise, but the technique that Adult Swim employs here is rather ingenious. While their low-rated videos usually might have fallen off the consumption map, they chose to highlight them instead – boosting views, popularity, and the quirky associations with their brand.



Would you ever highlight “Top Hated” content? Let us know in the comments.

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Comments

Posted By Laura on 06.30.2010

It would certainly make me curious enough to click!  Cool idea

Posted By Kristen on 06.30.2010

A Top Hated video evokes an emotional appeal, even if it is one of hatred.  I love the idea of having the top hated list.  Different is good and Adult Swim’s uniqueness surely sets them apart.

Posted By Tim on 06.30.2010

I think you’re accurate in the thought it’s targeting the “sub-cultural audience”.  I don’t think it would work as well on YouTube, which itself has such horrid things already on it.  I still believe that Facebook should have a “Dislike” button, although it will just inevitably lead to more inane cyber-arguments.

Posted By Teresa Kendrick on 07.19.2010

With “Most Hated,” Adult Swim really shows how much they know their audience. Yes, “Most Hated” provides a groove for subversives to inhabit as well as a dumping ground where mean-spirited bloggers can vent some bile, but it also allows Adult Swim to point out their shortcomings before they are pointed out to them. For those programs that bomb, it’s darn savvy to provide a place where viewers can tell them how they bombed and why, without the viewer possibly knowing they’re providing feedback. And finally, “Most Hated” certainly provides an easy fix for the curious contrarian in all of us.

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