Member-only story
Disney+ and HBO Max Want to Kill Binge Watching
Both have decided bingeing isn’t good for business
Back in 2013, when Netflix released every episode of its first original series, House of Cards, at once, the move seemed like a no-brainer. Thanks to DVR and streaming services, tuning in at 8 p.m. on Monday or else missing out on the episode was already a thing of the past. So, why stick to an archaic, artificial release schedule instead of allowing subscribers to watch at their own pace?
Today, the answer to that question is clear: to make more money. Disney and HBO have demonstrated the business perks of releasing episodes one at a time on their streaming services with recent hit series The Mandalorian and Watchmen.
Both strategies — binge and one-at-a-time releasing — give viewers the freedom to watch a show when and how they want. Disney and HBO customers can still catch every episode already released — as long as they have a Disney+ subscription, that is.
But by releasing episodes one at a time, Disney and HBO give customers a reason to keep subscribing over time. Netflix viewers, on the other hand, can get through an entire season of their favorite show and unsubscribe before the weekend is over. Using free trials to get through new content and quit before paying anything is a strategy that works…
