From playlists we hope no-one ever finds to the foods we only eat alone, everyone has at least one guilty pleasure. But does keeping quiet about one’s secret loves heighten the feel-good factor, or simply contribute to cultural snobbery? And how might brands rethink the use of guilt as an emotion?

On-demand viewing is now the norm, with people expecting to see film and TV on their own terms. Netflix already indulges this behaviour, but its Super Bowl stunt took things a step further; its ad for The Cloverfield Paradox revealed that the film would be available to stream immediately after the game.

Another year, another few billion dollars in the bank it would appear for online streaming giant, Netflix. And with a recent subscriber boom pushing the company's market value to the $100 billion mark, it will be the customer who benefits, as Netflix promise to reinvest in new original content.

Comic-Con is one of the world’s most prominent comics conventions. And Netflix has taken note of its sprawling – and in turn, profitable – body of visitors. In a bid to attract niche audiences, the platform premiered Bright, which is its most expensive movie to date, at the San Diego event.