Streaming giants are tweaking their release strategies, moving from the binge-watch model to serializing shows to keep subscribers coming back for more. This shift sees platforms like Netflix, SonyLIV, and Disney+ Hotstar scheduling episodes on specific days and times, a move reminiscent of traditional TV programming.
What to know: As highlighted in a Mint report, Netflix, for instance, will air Kapil Sharma's new comedy show weekly on Saturdays, while Disney+ Hotstar has adopted a weekly release for series such as Criminal Justice Season 3. Amazon Prime Video has also dabbled with the strategy, releasing episodes of its adult animated superhero series Invincible and popular action-crime TV series Reacher every week.
This approach, dubbed ‘TV+', blends the instant availability of streaming with the anticipation built by scheduled releases, keeping cultural conversations alive longer.
The strategy also responds to a plateau in subscription growth, encouraging regular viewer engagement and fostering platform loyalty. It reflects a nod to the days of communal TV watching, targeting a demographic that prefers family-friendly content over binge-able series.
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Shows designed for this model, featuring 50 to 100 episodes, aim to offer a narrative arc that encourages weekly viewing without the endless drag of traditional TV formats. SonyLIV's Raisinghani vs Raisinghani and the upcoming Adrishyam are examples of content crafted to bridge the gap between OTT and conventional television storytelling.
Why it matters: As the potential for new subscriber acquisition wanes, platforms are focusing on retention through content that promotes week-long discussions, bringing back the communal aspect of television viewing in the digital age.
This evolving strategy, while keeping content fresh and discussions ongoing, also tests the waters for maintaining subscriber interest over longer periods without overwhelming them with content all at once.
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