Netflix users love to watch the first season of a series. Then they love to stop seeing it completely
What tremendous hype when Netflix has a new series and promotes it even in the soup: you swallow the trailer, the premiere promises infinite and then, you finally see the first episode and devour the entire season. And after? If I have seen you, I don’t remember: literal and figuratively, because Netflix series lose audience drastically from one season to the next, according to data from Netflix itself collected by Bloomberg. Millionaire investments, Hollywood marketing and a journey that deflates like a soda bottle. what’s happening. The network’s flagships deflate after the first season. One Piece lost more than 30% of its audience in the second season,’Row‘ fell more than 70%, ‘The Night Agent’ lost half of its audience in the second (and another 35% in the third) and ‘Avatar: The Last Airbender‘ plummeted more than 60% in its last installment, based on Netflix data for the first four weeks of the premiere of each series. And Netflix does not have a clear contingency plan on how to deal with the problem: some have been canceled (The Night Agent), others have been renewed (Running Point, The Four Seasons) despite the losses. The company would be analyzing its data to find out why, according to close sources. Why is it important. Historically, Netflix series have obtained their highest ratings in their debut season, a phenomenon that is exactly the opposite of what happened with traditional TV, where word of mouth used to cause series to improve their numbers over time. In a phrase: retention is lacking. Bloomberg echoes of the company’s concern regarding this reality, as well as that of investors regarding its ability to retain user loyalty. And the time that its clients have dedicated to watching said streaming platform this year has increased less than 2%. Because Netflix is the absolute leader in streaming, but the advantage is blurring. Context. This last year Netflix shares are in decline since he presented an offer for Warner Bros. Discovery that did not come to fruition. At that time, Ted Sarandos and Greg Peters they claimed his interest in the rival entertainment company because it was a unique opportunity to acquire a valuable asset. Although there is another potential reading: that Netflix is running out of ideas. After years of betting on developing mainly with its own content, it is now looking forward to growing through acquisitions. In detail. Obviously, Netflix does not put all its eggs in a single basket, in this case, a single series: the company launches a large catalog of new releases every quarter with the expectation of achieving new successes with these premieres. However, in the first five months of 2026 it only had two great successes: ‘His and Hers’ and the fourth season of ‘The Bridgertons’, precisely one of the honorable exceptions to that rule. Yes, but. Despite these warning signs, Netflix remains the undisputed leader: it has half of the most watched programs in streaming and has plenty of experience to recover after bad streaks. In fact, the platform has already added new programming formats, such as the commitment to live sports. Furthermore, and although more modest, its viewing share is still in the green in a more mature, expensive and competitive market. In Xataka | Netflix has achieved what seemed crazy at first: that we pay in exchange for watching ads In Xataka | Of course you don’t remember anything that happened in the last season of your favorite series. It’s deliberate Cover | Gemini