An analysis of Luminate’s Streaming Viewership data across the first 12 weeks of release highlights divergent season-to-season retention trends among major platforms. Netflix’s dominant franchises frequently exhibit significant viewership decay, with major properties like Wednesday and Squid Game seeing 54% and 43% drops in minutes watched respectively during their returning seasons. Conversely, Paramount+ leverages a lower-volume strategy focused on interconnected IP, where shows like Landman and 1923 grew their minutes streamed by roughly 40% in their second seasons while doubling estimated views.
This divergence underscores a critical shift in the streaming economy from sheer content volume to cultivating sustainable, expandable franchises. While platforms with enormous content bases can offset title-level decay with constant freshness, generating sustained season-over-season growth provides a much stronger indicator for establishing durable, franchise-grade IP.
Curated by MusicResearch.com from Luminate Blog. Read the full article at: How Season-Over-Season Growth Measures Success in Streaming
