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This article investigates the use of streaming multimedia narratives in Web entertainment. Based on experience gained during the user-centered design of a Web site for art and culture, evidence is provided that users want and like "less clicking, more watching" Web experiences where the point of view of experts, artists, or celebrities is presented in a narrative form. A study was conducted where users evaluated 2 prototypes of cultural tours that stream continuously for several minutes unless the user chooses to exercise control over the flow or to explore hotlinks that lead to extra information. Those tours were positively evaluated as both entertaining and engaging. By analyzing mouse activity, it was determined that users who interacted more tended to report less entertainment and engagement. It was also found that such "watchable" experiences are not necessarily a solitary experience and can be enjoyed by groups of people. Finally, users see the Web experiences as a highly enriching and accessible way to augment the cultural experiences and performances they enjoy in brick-and-mortar cultural institutions around the world, rather than as a substitute for them.

This article investigates the use of streaming multimedia narratives in Web entertainment. Based on experience gained during the user-centered design of a Web site for art and culture, evidence is provided that users want and like "less clicking, more watching" Web experiences where the point of view of experts, artists, or celebrities is presented in a narrative form. A study was conducted where users evaluated 2 prototypes of cultural tours that stream continuously for several minutes unless the user chooses to exercise control over the flow or to explore hotlinks that lead to extra information. Those tours were positively evaluated as both entertaining and engaging. By analyzing mouse activity, it was determined that users who interacted more tended to report less entertainment and engagement. It was also found that such "watchable" experiences are not necessarily a solitary experience and can be enjoyed by groups of people. Finally, users see the Web experiences as a highly enriching and accessible way to augment the cultural experiences and performances they enjoy in brick-and-mortar cultural institutions around the world, rather than as a substitute for them.

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