Disney is trying to be as addictive as Netflix, and they want to grab and keep your attention. Disney spent years trying to attract new subscribers to its Disney+, Hulu, and ESPN+ streaming services. Now it is trying to make sure those customers spend more time glued to the screen. The entertainment giant is developing a host of new features aimed at lengthening the amount of time subscribers spend viewing its shows and movies. The goal is to mitigate customer defections and generate more revenue from advertising sales.

A metric known as “hours per subscriber”—a measure of user engagement—has taken on increased importance at Disney in recent months, current and former streaming employees say. Netflix, famous for enabling binge-watching with batch releases of episodes, has also given priority to improving user engagement and return visits in recent years.

New features in the works at Disney include a more-personalized algorithm to power content recommendations, customized promotional art for new shows based on subscriber’s tastes and usage history, and emails sent to viewers who stop watching in the middle of a series reminding them to finish.

The bottom line is this: many organizations are vying to capture your attention. What will you choose to set your mind on?