Netflix is experimenting with a staggered release model – which could help reduce churn as SVOD competition steepens:
episodes on a weekly basis in the US, rather than dropping all episodes from the new season at once, as it's done in the past, according to Quartz. The streaming giant's baking competition series"The Great British Baking Show" will release one episode per week, and a new hip-hop competition series"Rhythm + Flow" will release four episodes per week starting on Oct. 9.
Now, binge-watching is common practice: Overall, a majority of US adults who watch shows on-demand said they binge-watch at least once a week, with 28% saying they did so several times a week and 15% doing so every day, per Morning Consult/Hollywood Reporter. This behavior can lead to extreme engagement: Half of TV viewers admit to having binged more thanA staggered release model could be more strategically effective on certain series formats or genres, like competition shows.
Notably, the two series that Netflix is running this experiment with are both reality competition shows, which could mitigate viewer frustration. Given that viewers' top reason for bingeing was that they wanted to see more of the story, the formulaic, repeatable structure of competition shows — combined with their predictable series arc — could make competition series particularly immune to binge withdrawal.
The release model could theoretically help reduce sub churn as SVOD competition steepens. Structurally, competition shows also have built-in cliffhangers and must-see climaxes, which compel viewers to watch them to the final episode. With an incremental release, Netflix can potentially use these shows to draw out retention among fans.will be able to cover the series on an episode-by-episode basis, helping further stoke excitement.
In that case, Netflix could foreseeably apply the release model to other shows where the trade-off makes sense. Show-specific stickiness as a means of driving platform loyalty will become increasingly important as we head into the fall, when rival services Disney+ and Apple TV+ are expected to launch in November.Sign up for the Digital Media Briefing to get it delivered to your inbox 6x a week.
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