For a long time, Netflix has embraced the binge-watching approach for its TV series, releasing entire seasons in one go. However, a trend towards splitting seasons has emerged in recent times. Netflix’s content chief has shared insights on the rationale behind this shift.
The shift to splitting seasons at Netflix was prompted by COVID but has continued for various reasons
In the early streaming era, Netflix’s innovative binge-release strategy raised questions about whether it would set a standard for the industry.
However, years later, Netflix largely remains unique in its practice of releasing full seasons at once. Competing platforms like Apple TV+, Max, and Disney+ have typically opted for weekly releases instead.
Rather than leading the industry towards binge releases, Netflix has started to adopt practices seen in its competitors. Though still infrequent, some of Netflix’s most popular series have premiered in split-seasons over the past few years, including titles such as Stranger Things, The Crown, Bridgerton, and Emily in Paris.
Bela Bajaria, Netflix’s Chief Content Officer, recently discussed the trend of splitting seasons with Deadline.
“Some of those have been for reasons, because it was during Covid and strikes to get the shows on so audiences don’t have to wait for a long time,” she stated. “A lot of times it’s been creator-driven. Peter Morgan on The Crown, Shonda Rhimes on Bridgerton, there was a way that they wanted to structure or write it because they felt it was an actual, natural emotional break. So there’s no set way, it depends on what’s best for the show.”
Bajaria’s references to COVID and labor strikes certainly provide a valid explanation for the initial split-season strategy. However, maintaining this format suggests a significant influence from creators.
Balancing audience satisfaction with financial considerations
“I’m not sure it was mixed results,” Bajaria remarked.
Only Bajaria possesses comprehensive data regarding the efficacy of Netflix’s split-season strategy. Yet, the ongoing implementation of this model seems to lend credence to her claims.
Regardless of viewer preferences, dividing popular series into two parts helps Netflix keep subscribers engaged for a longer period and generates heightened anticipation surrounding new season premieres. Essentially, this allows Netflix to maintain its binge-watching legacy while also reaping the advantages associated with staggered releases.
What do you think about Netflix’s approach to split seasons? Do you favor binge releases or slower rollouts? Share your thoughts in the comments.
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