The unpredictability is what viewers love most about The Great Moose Migration

Watching The Great Moose Migration is not simply about waiting for a moose to appear. A new study from the Swedish University of Agricultural Sciences shows how the programme’s slow pace, natural soundscape, live uncertainty and viewer community combine to support calm, sensory immersion, companionship and everyday psychological restoration.

Based on responses from 2,011 viewers, the study examines how an unscripted wildlife livestream becomes embedded in daily life. Viewers described checking in during work, household tasks, coffee breaks or before sleep, using the programme as a form of mental breathing room and light-touch company.

Shared experience

The findings suggest that restorative digital nature is not only an individual response to attractive scenery. It can also be a shared experience, created through collective waiting, live chat, seasonal rituals and the feeling of being present together in the same unfolding landscape.

So, what is it that draws people to the programme? The aspect mentioned most often by viewers was its unpredictability. Minh-Xuan Truong, a researcher at SLU, describes it as "the thrill of maybe."

"Viewers don't become frustrated when nothing happens for long periods. The possibility that something might happen makes the waiting pleasurable."

The waiting and natural sounds

The restoration does not come from seeing a moose every few minutes. It emerges from the whole experience: the waiting, the natural sounds, the unedited landscape and the sense that other people are present and paying attention with you. The pace is slow rather than focused on dramatic moments. Several viewers described feeling as though they were sitting in the forest – some even said they could almost smell the rain and the conifer trees.

Viewers also described how the programme captures their attention without demanding constant concentration. This creates a sense of calm and provides an opportunity for mental restoration. They used it for short restorative breaks, stress relief, relaxation and attentional reset during work, household tasks or before sleep.

Part of a friendly community

Most theories of restoration focus on individuals encountering nature alone. This study suggests that restoration can also be communal. Through the live chat, viewers share the anticipation, notice wildlife and seasonal changes together, and celebrate the same moments as they unfold. Even when watching alone at home, they become part of a friendly community that appears to deepen the experience and support feelings of calm, connection and well-being. 

"It's not just about nature. Many people describe experiencing The Great Moose Migration together with others, even though they are sitting alone at home," says Minh-Xuan Truong.

Young people?

The study mainly reflects the experiences of an older audience, as almost two-thirds of the participants were over the age of 55. The researchers therefore call for more studies examining how younger people experience digital nature.

"We know that The Great Moose Migration is used in schools, for example. It would be interesting to find out how it is experienced by a generation that has grown up with the faster-paced content found on social media."

The findings could be useful for broadcasters and others developing digital nature content. According to the researchers, natural soundscapes, a slow pace and a strong sense of authenticity appear to be key ingredients in creating calm and encouraging engagement.

" Digital nature should not be understood as a replacement for direct experience, but it can provide a meaningful complement, including for people whose access to outdoor environments is limited." says Minh-Xuan Truong.

Scientific article

Beyond The Screen: Multilayered Restoration, Well-Being, and Shared Immersion in a Swedish Slow-TV Nature Broadcast - Swedish University of Agricultural Sciences