What is the key finding of the Carnegie Mellon University study?

The study found that a weekly "drip" release strategy leads to a 48% greater short-term retention of streaming subscribers compared to binge-drops.

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Study Finds Weekly Drip Releases Boost Streaming Subscriber Retention

Q: How are Amazon Prime Video and Netflix adapting their release models?

Both platforms have been experimenting with hybrid release models, with some of their biggest shows splitting seasons into multiple batches or switching to weekly releases after the initial binge-drop.

Q: What are the pros and cons of the weekly release strategy according to the study?

The weekly release strategy can "deter consumers from engaging with the focal show" but push them to "explore the streamer's catalog more actively." However, it may lead to loss of engagement for binge-watching viewers.

21 Oct

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Summary

Weekly release strategy leads to 48% greater short-term subscriber retention
Binge-watching viewers less engaged with weekly releases
Amazon and Netflix experimenting with hybrid release models

Study Finds Weekly Drip Releases Boost Streaming Subscriber Retention

According to a study conducted by Carnegie Mellon University in 2025, a "drip" release strategy, where episodes are rolled out weekly, leads to a 48% greater short-term retention of streaming subscribers compared to binge-drops. The study, which partnered with a large multinational telecommunications provider, found that weekly releases can "deter consumers from engaging with the focal show" but push them to "explore the streamer's catalog more actively."

While the weekly model may lead to some loss of engagement for binge-watching viewers, it is the better method to hold captive the average subscriber in the short term. Streaming giants like Amazon Prime Video and Netflix have been experimenting with hybrid release models, with some of their biggest shows splitting seasons into multiple batches or switching to weekly releases after the initial binge-drop.

As the streaming industry continues to evolve, understanding viewer preferences and optimizing release strategies will be crucial for platforms to maintain subscriber loyalty and growth.

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