Netflix co-CEO Ted Sarandos has addressed concerns regarding the less favorable performance of second seasons of its shows, asserting that the situation is not as dire as some narratives suggest.
Season Two Viewership Concerns
The concerns about declining viewership for second seasons were highlighted by a Bloomberg report. The report cited significant drops for shows like Beef, The Four Seasons, and One Piece. Sarandos acknowledged these declines, based on Netflix’s own top 10 lists, but maintained, "In aggregate, we’re not seeing any material change in our second season viewing compared to season ones. Our second seasons are performing well within our bands of expectation."
Sarandos explained that viewing declines for second seasons are "very common" across the industry. He attributed this to Netflix's strategy of launching shows to a large audience quickly, saying, "Our global reach, our discovery mechanism, releasing all at once — this enables us to find a very large audience early."
Video Podcasts Introduction
In its recent earnings report, Netflix highlighted the launch of video podcasts, though it did not release specific viewer numbers. The company has introduced shows from The Ringer, Jay Shetty, Pete Davidson, Brian Williams, and New York’s Breakfast Club radio show. Sarandos noted these podcasts are popular with mobile users and have increased engagement during daytime hours.
Despite the interest, Netflix did not provide detailed statistics on individual podcasts. Instead, it grouped all video podcasts into an "other shows" category, which includes series with fewer than 50,000 views. This "other shows" category amassed 757 million viewing hours from January to June, representing only about one percent of the total 74.4 billion hours watched on Netflix during the period.
Data Transparency
The decision to withhold specific data on video podcasts reflects Netflix’s cautious approach to this new content type. By opting not to disclose detailed statistics, the company remains focused on understanding and expanding this segment. Netflix’s approach emphasizes the strategic importance of video podcasts in diversifying content and boosting user engagement.
As Netflix continues to explore the potential of video podcasts and manage expectations around second seasons, Sarandos remains optimistic about the platform's strategy. The company aims to sustain its growth and maintain engagement across diverse content offerings.
Source: https://www.hollywoodreporter.com/business/business-news/netflix-season-2-problems-podcast-data-1236650568/
