Netflix has long championed the binge model of TV releases, dropping full seasons all at once. Recently though, split-seasons have become more common. Now, Netflix’s content head has explained why.
Netflix splitting seasons started because of COVID, but kept going for other reasons
In the early days of TV streaming, Netflix’s pioneering role led many to wonder if the company’s binge-drop practice would become common in the industry.
Several years in, Netflix now stands largely alone in dropping full seasons all at once. Apple TV+, Max, Disney+, and others tend to do weekly releases instead.
Instead of turning the industry toward binge-drops, recently Netflix has shown more willingness to follow the path of its competitors. Weekly releases are still rare for the streamer, but some of the biggest Netflix titles of the last few years have debuted in split-seasons. This happened with Stranger Things, The Crown, Bridgerton, Emily in Paris, and more.
Bela Bajaria, Netflix Chief Content Officer, was recently asked by Deadline about the new split-season practice.
“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 said. “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.”
Her COVID and strike explanations certainly ring true for why Netflix began splitting seasons in two. However, continuing the practice well beyond those circumstances is apparently a ‘creator-driven’ decision.
Balancing viewer satisfaction with financial needs
When Bajaria was asked about seeing ‘mixed results’ for the new practice—for example, subscriber dissatisfaction, losing viewers between parts 1 and 2, she pushed back.
“I’m not sure it was mixed results,” Bajaria said.
Only Bajaria has the full data to see how successful—or not—Netflix’s new split-season approach has been. But the fact that the company keeps doing it seems to support her claim.
Whether viewers like it or not, splitting seasons of popular shows allows Netflix to retain subscribers longer, and get double the hype for a new season premiere. In other words, Netflix can keep its binge-drop reputation while enjoying some of the benefits of more drawn-out releases.
What are your thoughts on Netflix’s split-season approach? Do you prefer binge drops or slower releases? Let us know in the comments.
