Since the decay of linear television, streaming platforms have been stuck with the challenge of paving their own way with a new structure. This includes creating a new way for TV shows to be released and what works best for each show.
The streaming service Netflix has attempted to make the experience of its viewers the best it can be by experimenting with television show release schedules. The company is known for releasing shows in two formats: dropping episodes all at once or on a rolling schedule.
Other services like Paramount+ are similar, releasing some shows on a weekly basis while other show episodes are released all at once. Hulu and Prime Video have a schedule for show releases as well, mostly releasing shows that are still airing and cannot be given to the public at once, similar to linear television.
Shows are released differently on services like Peacock. The third season of “The Traitors” started in January 2025 with a three-episode release as the premiere. After this, the episodes were released weekly and will continue until the end of the season.
Other platforms like Disney+, HBO Max and Amazon Prime release shows weekly, as it incentivizes viewers to keep its services until the show has ended.
Some Marvel shows such as “Loki,” “WandaVision” and “Falcon and the Winter Soldier” on Disney+ are released weekly Thursday nights. Even though some of these shows did not have a lot of episodes, the weekly strategy was still successful.
Streaming services also have another release option seen with shows like “Stranger Things” and “The Crown,” where seasons are released in two parts. Netflix began releasing shows with split seasons because of the 2023 Hollywood strikes and supply problems in 2020.
The split season model continues to be tested, with Netflix shows like “Bridgerton” gauging its success with viewers.
Prime Video also adopted the same strategy with its animated show “Invincible.” The service released the first three episodes Feb. 6 before moving to a weekly release schedule. Its second season was released in two parts, but season three started bringing the show back to original programming.
The show’s creator Robert Kirkman said he prefers this.
“I think that the release schedule that we’re in is much more what we can expect going forward as opposed to the release schedule that we were in between Season 1 and 2,” Kirkman told Discussing Film.
The change in streaming release schedules emerged due to the number of streaming services available. Viewers like to watch things at certain times, in certain seasons and on different devices. The release of television shows has greatly contributed to the fact that people can watch what they want anytime.
Netflix has since become the place for viewers to binge-watch shows due to the release of entire seasons all at once. Viewers can watch as much or as little of their favorite shows when the full season drops. Viewers also have a higher chance of watching the entire season.
However, it is common for Netflix reality shows to be released weekly to build excitement and keep viewers interested.
Other times, platforms license shows that are currently being released on TV. The services have no control over when the episodes are broadcast and must wait for the station to release each one first.
Executives such as Bela Barjaria, chief content officer of Netflix, have found that releasing regular shows weekly is not better for viewer engagement.
“There’s no data to support that weekly is better, and it’s not as good of a consumer experience,” Bajaria said at a college law event.
The vice president of strategy at a data analytics company Conviva, Nick Cicero, also commented on this.
“(Binge-watching) allows customers to consume at their own pace, but relies on a deep catalog,” Cicero told CNBC.
According to Axios data, 2019 was the turning point when weekly releases started to outperform binge releases. This implies that some of the popularity around binge-watching a show was due to the newness.
Netflix also suggested that its large volume of readily available television shows helped the company during the pandemic, as it was difficult to create new media when everyone was watching more TV.
Although there is no conclusive evidence to determine which style of releasing is better, streaming services will continue to figure out what works best for them. Each new option will continue to be watched and reviewed by its loyal audience.
