Why Does Netflix Release All Episodes at Once?
Considering the lack of new film releases over the past couple of months, we are finding ourselves more and more entangled with video on demand: not only to watch, but to understand and keep track of. There is one undeniable giant in the VOD industry and that is, of course, Netflix.
We released a detailed analysis a few weeks ago on why Netflix and their business model might be the future of entertainment. You can read the whole article here.
Netflix has webbed its way into consumers’ lives dramatically now, especially in the current circumstances and lack of cinema releases. And yet, we started thinking recently about another huge difference that Netflix incorporated in film-goers’ lives — releasing a whole season at once.
To most people nowadays, this is the new normal. We don’t think about it, we don’t acknowledge it, but so much of recent content has been released on a ‘whole season at one time’ basis. Especially on Netflix. Every original Netflix show is always released like that.
And again, in 2020, this isn’t strange. But back in 2015 or so, when the platform was gaining popularity and not that many people were in the machine yet, this was a big deal. It was new and everyone was talking about it. And yet, we wondered recently, why? Why did Netflix choose this business model to begin with?
There isn’t really a concrete answer to this question.
Most people think it’s because of binge culture. People are used to watching all episodes back-to-back, so Netflix caters to that. The platform doesn’t care how they release their content because the consumer has already paid for the service. So it makes sense that they would release it in a way that the consumer enjoys the most.
Theoretically, this does make sense, but there are two plot-holes in the theory. Number one, a weekly release schedule would keep people engaged for much longer. A consumer could, in theory, pay for Netflix for 1 month, binge a couple of shows, and then cancel their subscription. If the shows were to be released on a weekly schedule, the consumer would need to stay within the Netflix system for much longer. That would both up the chances of said consumer becoming a regular user and up Netflix’ profit from their monthly subscription.
The other plot-hole is that Netflix pretty much created binge culture, so to say they choose to release their shows all at once because they want to cater to viewers who are used to watching them like that is a paradox. Only after Netflix started releasing shows at an all-at-once basis did viewers start binging them.
It is true that people probably preferred binging before Netflix was a thing. Why space out a story over 2 months when you could experience it all in one night? Yes, people most likely enjoyed this more, but it wasn’t the norm and we definitely weren’t used to it.
So Netflix does not release their original content all at once to cater to an audience used to binging.
So why?
Our theory is Netflix wanted to re-shape the industry. It’s a concept for a revolution. And it’s quite genius.
Think about it. If Netflix popularizes a new and original model and gets their consumers to get used to it, then the other model would become old and consumers would strive to get away from it. And surprise-surprise, that is exactly what happened.
Shows released on a weekly schedule are getting less and less frequent and dropping in rating. People are used to sitting down and binging something instead of waiting a week for a new slice of a story. It’s more comfortable: would you rather watch a whole show on a Friday or have that story simmer in the back of your head for months and months?
So Netflix not only succeeded in popularizing their own business model, but also through that succeeded in killing other companies’ business models. It’s a genius concept. Netflix gains viewers, those viewers get used to binge watching and then turn their back on the old weekly release schedule. Netflix grows and re-shapes the industry, thus becoming the new norm for everyone.
We can’t be certain this was actually their plan, but even if not, that’s exactly what happened. Whether it was a genius concept or a lucky coincidence, Netflix’ release schedule is the new normal. Yet another way this company is becoming a pioneer in modern entertainment. Cudos.
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— Pouty Boy
I have mixed feelings about it, but mostly I wish it were a 1 episode a week release model. I miss the waiting, I miss exchanging theories with friends and finding out together what happens. Now it’s more of an oh crap, I need to watch the entire thing asap so I don’t see spoilers!