I also tried starting small and yeah I was able to work 10 mins a day but that is too short to accomplish anything meaningful and it would take me approximately a year to get to 2 hours mark. That is too long and too unflexible. Forcing myself only works until the burnout.
But other times it is because you see a tv show and it seems so especially tailored to that particular friend's personal taste that the fact that they're not watching it yet feels wrong.