The world is falling out of love with Netflix – and I think I know why

Design The world is falling out of love with Netflix – and I think I know why News By Daniel John Published 14 July 2026 The binge era might be coming to an end. When you purchase through links on our site, we may earn an affiliate commission. Here’s how it works. (Image credit: Netflix/Future)…

Design The world is falling out of love with Netflix – and I think I know why News By Daniel John Published 14 July 2026 The binge era might be coming to an end. When you purchase through links on our site, we may earn an affiliate commission. Here’s how it works. (Image credit: Netflix/Future) Copy link Facebook X Whatsapp Pinterest Flipboard Email Share this article 0 Join the conversation Follow us Add us as a preferred source on Google Newsletter Subscribe to our newsletter For years, a streamer’s main concern was getting people to start watching. But Netflix has a new problem: getting them to keep watching.Recent studies suggest viewers are increasingly abandoning Netflix shows after a single season. As reported by Bloomberg, Netflix’s biggest hits are losing more than half of their audience after one season. But I'm not buying the prevalent theory as to why. Is the wait between seasons really to blame for viewers abandoning shows? (Image credit: Netflix)One explanation keeps coming up: the length between seasons have become absurd. Just look at the final seasons of Stranger Things or Sex Education. Those kids look like they’re pushing thirty, and suddenly their presence in school looks like a safeguarding issue.Latest Videos FromWatch full video here: Plus, if you’ve forgotten most of the plot details during all those fallow years, are you going to tune in again? No wonder the ‘Previously’ montages are almost feature length these days. Fans were willing to wait for Severance's second season (Image credit: Courtesy of Apple)It's a neat theory, but I don't think it's quite the right one. After all, unlike the iPhone, television has never relied on annual releases to stay relevant. Mad Men disappeared for long stretches. Severance kept fans waiting three years for a second season that blew away the first. Great TV has often survived long waits because it leaves a mark. Can the same be said for most of Netflix's catalogue? You may like Wired headphone sales are up 68%, and I think I know why Why are Gen Alpha spending $30+ on records they could stream for free? Why brands need to sweat the small stuff to go big The streaming giant has spent the last decade perfecting a very specific type of television. Episodes move fast, exposition is everywhere, cliffhangers are constant and the next episode starts before you've decided whether you want to watch it. It's an incredibly effective formula if the goal is keeping viewers on the platform for another hour. It's perhaps less effective if the goal is creating something people still think and talk about next week, let alone next year, let alone whenever the next season finally arrives. Netflix shows feel engineered for the binge, not the brain (Image credit: Netflix)Recent rumours that Netflix designs its offerings to be understandable whilst looking at a second screen have been grimly believable. Matt Damon recently claimed Netflix executives encourage screenwriters to repeat plot points because viewers are often distracted by their phones. Netflix has disputed the suggestion, but it speaks to a criticism that has lingered around the platform for years: rather than being all-consuming, much of its output feels designed to accommodate divided attention.Get the Creative Bloq NewsletterSign up to Creative Bloq's daily newsletter, which brings you the latest news and inspiration from the worlds of art, design and technology.Contact me with news and offers from other Future brandsReceive email from us on behalf of our trusted partners or sponsorsBy submitting your information you agree to the Terms & Conditions and Privacy Policy and are aged 16 or over.Prestige TV has traditionally worked in exactly the opposite way. It trusts audiences to remember details, draw their own conclusions and occasionally, whisper it, feel lost. It assumes you're watching rather than half-listening while doomscrolling. That confidence often produces stories with texture and ambiguity, and the results linger longer in the mind and the zeitgeist. Just look at Succession.Netflix often feels optimised for the binge rather than the brain. I don't think viewers are falling away because they have to wait too long between seasons. If anything, those long gaps expose which shows have genuine staying power. People didn’t return to Severance because it was always available. They returned because they hadn’t stopped thinking about season one’s incredible finale. How many Netflix season finales are you still thinking about? Daniel JohnDesign EditorDaniel John is Design Editor at Creative Bloq. He reports on the worlds of design, branding and lifestyle tech, and has covered several industry events including Milan Design Week, OFFF Barcelona and Adobe Max in Los Angeles. He has interviewed leaders and designers at brands including Apple, Microsoft and Adobe. Daniel's debut book of short stories and poems was published in 2018, and his comedy newsletter is a Substack Bestseller. View More You must confirm your public display name before commenting Please logout and then login again, you will then be prompted to enter your display name. Logout Read more Headphones & Earbuds Wired headphone sales are up 68%, and I think I know why    Product Design Why are Gen Alpha spending $30+ on records they could stream for free?    Branding Why brands need to sweat the small stuff to go big    Movies & TV Shows YouTubers are taking over Hollywood, but can they really save cinema?    Branding The 'dejoying' of McDonald's has lost me as a customer, and I'm not alone    Animation I hate reboots, but the KPop Demon Hunters studio take on Charlie & the Chocolate Factory? 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Source: Creative Bloq AI Art — Published July 14, 2026 at 09:48 UTC — Category: Image AI