People value potential losses more than potential gains. Loosing $10 will affect you more intensely than finding it (or at least you judge it to be before the f

People value potential losses more than potential gains. Loosing $10 will affect you more intensely than finding it (or at least you judge it to be before the fact). So when something is on, there is a "loss" in missing it. When it's on Netflix, there is only a "gain".