Netflix invented binge-watching. Now it may have outgrown it.

A Bloomberg report based on Netflix data indicates a trend where viewers are increasingly leaving popular shows before they reach a second season. The reasons are not surprising: frequent cancellations by Netflix, lengthy intervals between seasons, and content that feels more tailored to algorithms than artistic expression.

The data highlights a change in entertainment consumption habits. Netflix’s hallmark feature—the binge model—was crafted for a time when streaming vied with traditional television. Now, Netflix faces competition from platforms like TikTok, YouTube, Reels, and various microdrama apps. This evolution renders Netflix’s binge model somewhat outdated.

Bingeing helped Netflix surpass traditional TV

When Netflix released an entire season of “House of Cards” in February 2013, it was groundbreaking. Ad-free, internet-connected TV liberated viewers from the weekly show schedule interrupted by commercials. Bingeable shows allowed audiences to immerse themselves for hours and quickly connect with series and characters, bypassing the years it would typically take. Moreover, viewers could watch at their convenience, not just at scheduled times like on traditional TV.

This viewing method was logical in a world where Netflix primarily competed with conventional TV formats such as broadcast, cable, and satellite. However, Netflix triumphed in that battle. In June 2025, Nielsen reported a pivotal moment: streaming formats like Netflix’s surpassed broadcast and cable viewing for the first time, indicating a shift in competition.

Now, Netflix’s rivals are not the traditional TV networks of the past, but modern video apps.

TikTok and YouTube pose new challenges

The emergence of TikTok, Reels, and other short-form video platforms means that when you have some free time, you might not turn to Netflix. Instead, there’s an endless array of free videos available online.

According to eMarketer analysts, as early as 2024, TikTok was approaching Netflix in terms of daily usage. U.S. adults spent an average of 62.1 minutes per day on Netflix and 58.4 minutes on TikTok. The Financial Times noted that globally, TikTok users averaged 95 minutes per day on the app, marking the highest engagement rate among major social networks.

YouTube, offering both short and long-form content, has also surpassed Netflix in daily viewing. A Digital i report this year highlighted that YouTube users spent an average of 99.1 minutes daily in 2025, compared to Netflix’s 93.4 minutes.

Though these reports vary in methodology and demographics, they consistently indicate that YouTube and apps like TikTok are the true competitors for Netflix, not traditional TV.

Acknowledging this challenge, Netflix introduced a TikTok-inspired feed in April, featuring Netflix content.

However, Netflix’s approach to this feed is primarily as a tool to discover content rather than as standalone entertainment. This is understandable given its extensive library, but it might not align with what viewers want. Many people today, with their short attention spans, are turning to microdrama apps for quick, serialized stories.

Data from Appfigures shows that the microdrama app ReelShort earned approximately $1.2 billion in consumer spending in 2025, a 119% increase from 2024, as reported by JS’s Amanda Silberling. DramaBox, another top app, made $276 million last year, more than doubling its 2024 earnings. TikTok also launched its own microdrama app to gauge interest in this content type.

What’s next for Netflix?

Netflix, known for releasing entire seasons at once, may need to reassess how it develops and releases content.

This doesn’t mean Netflix must fully transition to short-form content, but it may need to adjust its strategy to align with current viewer preferences. Many viewers might not wish to invest the time required to watch an entire series with multiple seasons. They might prefer content that feels more manageable, akin to a YouTube video or TikTok series.

A potential solution for Netflix could be to focus on single-season shows, known as miniseries or limited series, allowing viewers to enjoy a complete story without fearing unresolved cliffhangers.

Netflix might also explore breaking shows into smaller segments, similar to the Quibi model, which was ahead of its time. Quibi banked on the idea that viewers would gravitate towards shorter TV content. Unfortunately, the pandemic gave people ample time to watch TV, contributing to Quibi’s downfall.

Several Netflix shows could be reimagined for shorter sessions, especially light-hearted competition shows like “Nailed It,” “Is It Cake?,” or “Squid Game: The Challenge.” Netflix could also produce superior microdramas, surpassing the low-quality acting and storylines currently available.

To boost its high-quality offerings, Netflix could adopt a weekly release model for some shows. This approach has already proven effective for Netflix with certain series. For example, Netflix releases new episodes of “Love Is Blind” in weekly batches, generating buzz as viewers watch simultaneously. A faster release model could also succeed, as seen with Peacock’s “Love Island USA,” a summer hit with almost daily episodes.

Rather than exploring diverse short-form content for quick entertainment and pairing it with slower seasonal releases or focusing on engaging miniseries, Netflix has been branching out in other areas.

Recently, Netflix expanded its offerings with podcasts, which reportedly haven’t gained traction, and live content, with mixed results. While its investments in live sports have been successful, Netflix’s recent venture into live reality competition shows, “Star Search,” has already been canceled despite having an innovative real-time voting feature. More development in this area is needed.

Bloomberg’s report framed Netflix’s challenge as a failure to retain loyal viewers into a second season, but the problem is more profound. Netflix may need to decide whether to compete with traditional TV and its long-running shows or to focus on entertainment with concise storytelling that wraps up quickly.

To strike the right balance between those leaving cable TV and those seeking alternatives to TikTok, Netflix faces the challenge of reinventing TV once more.