Are you producing content by watching a television show? No, that's absurd, you're consuming the content that others have produced. It's really not that far from consuming a beverage. People would say drink, or in this case, watch, but the truth is that those are just two verbs that describe the type of consumption you're doing.

Why would you say it's counter productive to label it consumption? The truth is, if you're sucking up entertainment without providing anything or incentivizing production, you're a net loss in the system.

I say this as someone who has pirated things -- pretending you're not a burden on the production system if you're just pirating things is delusional. The argument that people make towards pirating and paying for content which they liked is much more consistent. Rather than pay people off for marketing/hype and support bad content in the future, you can fund solely content that you think is worthwhile. But again, this is just changing the way in which you're consuming material.