Netflix's defining innovation, the binge model, may be a relic of the past as viewers increasingly abandon popular shows before the second season. The likely reasons include frequent cancellations, long waits between seasons, and content designed for algorithms rather than art.
The rise of short-form video platforms like TikTok, YouTube, and Reels has changed the way people consume entertainment, with many seeking out microdrama apps for serialized storylines. According to eMarketer analysts, TikTok was nearing Netflix in terms of time spent in 2024, with U.S. adults spending an average of 62.1 minutes per day streaming from Netflix and 58.4 minutes per day on TikTok.
Netflix may need to rethink its approach to greenlighting, producing, and releasing content, potentially prioritizing single-season shows or breaking up shows into smaller chunks. The company has already experimented with a weekly release model for some shows, which has proven successful. However, it still needs to find the right balance between competing with traditional TV and catering to viewers who want something better than short-form content.
