Already a member? Log In

The Netflix Spike-Slump Effect

Despite troubles with the binge model, why are Bajaria & Co. so resistant to changing gears?
Despite all the troubles with the binge model, why are Bajaria & Co. so resistant to changing gears? Photo: Jemal Countess/Getty Images for TIME
Julia Alexander
June 20, 2023

A few weeks ago, at the annual UCLA Entertainment Symposium, Netflix content chief Bela Bajaria turned a few heads when she unequivocally defended the company’s patented binge-drop orthodoxy and declared “there is no data to support that weekly is better.” That’s not exactly true, of course, as my colleague Matt Belloni recently noted, and its veracity is even belied by Netflix’s very own successful strategy of segmenting the seasons of its most popular shows into two or more tranches to ward off churn. But the micro drama over Bejaria’s comment highlights a real and important issue regarding how Netflix is thinking through the evolving cost-benefit analysis of the binge vs. weekly question.