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Although there have been rerun marathons of "America's Next Top Model" on The CW for a while, it wasn't until Netflix flipped the script that "binge-watching" became a national pastime.
As studios scramble to fight off the streaming giants snatching awards from under their noses, Hollywood veterans are trying to keep up.
Garry Marshall, the legendary director of movies such as "Pretty Woman," told CNBC that he doesn't quite understand what's happening.
"It's a whole new way of creating, but also a whole new way of watching. It's interesting," he said.
Marshall says that while he has binged shows, he doesn't do it regularly.
"I have tried. I like a break once in a while. … It's OK. It's just, who has time?" he said.
As it turns out, Americans spend a lot of their time interacting with media.
Nielsen's most recent quarterly study estimates that the average adult in the United States spends 35 hours and 33 minutes a week watching television — just a little less than one would spend at a full-time job.
The data analytics firm noted that among adults of all ages, television was far and away the most consumed form of media.
But, it turns out that Americans also do a lot of binge-watching. Deloitte found that 70 percent of its survey respondents said they had binged on television shows, which the firm defined as watching three or more episodes in one sitting.
Of those self-professed binge-watchers, 31 percent said they binge at least once a week. Another 40 percent of respondents said they binge-watch once a month.
As Amazon and Hulu build out their original content offerings and Netflix chips away at the 600 hours of content it has promised for this year, the percentage of Americans bingeing will only increase.
Disclosure: Comcast, which owns CNBC parent NBCUniversal, is a co-owner of Hulu.