Streamers opt for weekly episodes to retain subscribers
Streaming platforms have begun serializing their shows, instead of releasing all episodes of an entire season in one go—a shift of strategy aimed at boosting subscriber retention.
The traditional streaming model involved binge-watching an entire season of a show in one sitting. Some platforms are now experimenting with a scheduled approach, setting specific hours and days for the release of episodes.
For instance, Netflix is set to premiere Kapil Sharma’s new comedy show each Saturday, while SonyLIV has adopted this format for its latest original, Raisinghani vs Raisinghani. Disney+ Hotstar has introduced shows such as Criminal Justice Season 3, and Lootere in a weekly format, and TVF’s (The Viral Fever) latest show, Very Parivarik, will also be on YouTube in that format.
Media and entertainment industry experts say this approach aims to ensure viewers return to the service regularly, helping retain subscribers as growth in paid memberships has plateaued.
In the past, international shows such as Game of Thrones, and its prequel House of the Dragon, had introduced weekly episodes.
Increasingly referred to as “TV+”, the model not only fosters prolonged cultural conversations, but is also particularly effective with non-fiction content. But, it risks losing viewer interest if the content is not deemed valuable or interesting. Streaming services are exploring series with 50-100 episodes that serve as a bridge between traditional TV and over-the-top (OTT) platforms.
“Hotstar started this ‘TV+’ model, blending traditional TV scheduling with on-demand viewing to spark round-theclock interest and engagement,” said Gaurav Banerjee, head, content, Disney+ Hotstar and HSM (Hindi-speaking market) entertainment network, Disney Star.
Platforms are also exploring series with 50-100 episodes that serve as a bridge between TV and OTT
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Some recent deals in the space include Jungle Ventures’ $20 million investment in Walko Food, which houses ice cream brands such as NIC