A Bloomberg report citing Netflix data suggests that viewers are increasingly giving up on popular series before their second season, prompting questions about whether the binge-watching model Netflix pioneered still suits how people watch today. The article argues this matters because Netflix's signature innovation — dropping whole seasons at once — was designed to beat traditional broadcast and cable TV, a battle it has already won, while its real competition is now short-form and video apps such as TikTok, YouTube and Reels.

Reasons cited for viewers dropping off include frequent cancellations, long waits between seasons and algorithm-driven content. Data suggests TikTok and YouTube are closing in on or overtaking Netflix on daily viewing time, and microdrama apps such as ReelShort (around $1.2bn in 2025 spending) and DramaBox ($276m) are growing rapidly. Netflix added a TikTok-style feed in April, but the piece contends it is still framed as a discovery tool rather than the main attraction. Suggested responses include prioritising single-season or limited series and breaking shows into shorter, more "finishable" chunks, echoing the failed Quibi model.