Passive viewing is out. Apps now prioritise participation to boost engagement....

https://wiki-net.win/index.php/The_Gamification_of_Everything:_Why_Non-Gaming_Platforms_are_Obsessed_with_Badges_and_Milestones

Passive viewing is out. Apps now prioritise participation to boost engagement. Live chat builds community, while smart recommendations keep content personalised. We are shifting from passive viewers to active users who feel a stake in the experience!