The Psychology Of The Hate-Watch (Or Why You Can’t Stop Watching ‘Emily In Paris’)

Last week, Netflix’s Emily In Paris starring Lily Collins premiered the first iteration of its two-part fourth season. In a mere five episodes, the Netflix Original Series reminded viewers why they can’t stop watching it: it’s v #cringe. Not so demure or mindful, as the kids are saying. But mostly, Emily In Paris is a perfect opportunity to engage in hate-watching.

As defined by Merriam-Webster, the verb “hate-watch” means “to watch and take pleasure in laughing at or criticizing,” in regards to a movie or TV show. And boy, does Emily In Paris deliver plenty of opportunities to cackle.

Let’s be real, shall we? The show is absolutely ridiculous. Emily’s weird outfit choices despite working in fashion (?), love triangles, horrible dialogue, avoidable work drama. I could keep going but you know what I’m talking about. Emily In Paris really scratches a hater’s itch.

And if a hater’s gon’ hate, hate, hate, hate, hate then the show is gonna keep on play, play, playing. (Sorry.) But really, despite it being objectively, uh, terrible, Emily In Paris is by all metrics a success.

Even though the response to Emily’s antics during its first run in 2020 was some of the worst ever received for a show’s launch, the series still managed to receive 60 million viewers during its first month on Netflix.

And now, the first installment of the show’s fourth season garnered almost 20 million views already, making it Netflix’s most-watched series this week.

Okay, if it’s so bad, then why can’t people stop tuning in? That’s where our silly little brains come into play!

One study published by the Journal of Experimental Psychology: General in 2017 found that when we experience feelings we seek out, even ones that are considered negative like dislike or hatred, we end up feeling happier. (Maybe that’s why I listen to sad music when I’m sad just to feel even sadder, but I digress.)

From an evolutionary perspective, the intense emotional arousal from strong emotions such as hatred can elicit our fight-or-flight response, helping us protect ourselves from threats or harm.

But given the fact watching Emily do something stupid 85 times in a single episode isn’t actually going to hurt us, those fear-based responses we’d normally have actually don’t happen. Instead, our brains produce “happy” hormones like oxytocin, dopamine, or serotonin. This is why hate-watching can feel so good.

On a social level, hate-watching also brings us together. Research has even shown that anti-fandoms actually create a stronger base for community than fandoms. This is probably why it feels so good when you find out your friend hates the same person you do!

Whatever the motives for watching Emily In Paris or other “bad” shows and movies may be, the psychology has spoken. Being a hater can be good for you. Now, go forth and hate!