There have been many eras in the world of television. In the 2000s, weekly releases reigned supreme. On specific weeknights, shows would air their new episodes live. These weren’t just any shows; the most popular series often adhered to this schedule — think “Lost,” “The Big Bang Theory” and “Gilmore Girls.” Amid real-life pressures from school and work, these new episodes were a constant every week — something to look forward to.
Granted, weekly releases have not disappeared completely. But with the rise of streaming services like Netflix and Hulu, they have become significantly less common. Reality shows like “Dancing with the Stars” and “Survivor” still air weekly, along with sitcoms like “Abbott Elementary.” Still, whole genres seem left out of this model. The chances of finding a sci-fi show airing a new episode live on a Wednesday night are relatively slim — but if you’re interested in a sitcom, you’re set!
Part of the appeal of streaming services is having many series and movies at your fingertips. It feels convenient to have everything in one place. Another part is the ability to binge-watch shows. For years, original shows from streaming services would drop full seasons at once, prompting fans to watch everything in one sitting. “Stranger Things” (2016–2025) season 3, for example, was released in its entirety on July 4, 2019. Despite dropping on a holiday, it was a phenomenon — millions tuned in, and the hype lasted long past the season’s initial release date. People still reminisce on the era when it was released, calling it “a Stranger Things summer.”
So why, despite that success, did Netflix change its strategy for season 4?
“Stranger Things” season 4 was released in two volumes — seven episodes on May 27, 2022, and two more on July 1. The three-year gap after season three, largely caused by COVID-19 delays, likely motivated the split. That might be why the season dropped in two volumes as well: With the showrunners trying to get the new season out as soon as possible, leaving a month in between the two volumes gave some extra time to finalize the episodes and add finishing touches.
Some good came from the two-volume release. Hype for the show surged during the month-long break. Fans shared theories, new viewers binged older seasons and viral moments emerged such as the scene where — spoiler warning! — Sadie Sink’s character, Max Mayfield, escapes the main villain, Vecna. She does so by listening to her favorite song, “Running Up That Hill” by Kate Bush. The song’s popularity skyrocketed as a result, ultimately surpassing one billion streams on Spotify.
But with increased hype comes heightened expectations, and not all fans were happy with volume two. Despite the last two episodes clocking in at a runtime of almost four hours, many complained that it felt rushed and that storylines were not perfectly tied up. More time between episodes gave fans more time to speculate and get their hopes up — but unfortunately, many fans were disappointed.
Still, “Stranger Things” remains one of the world’s most popular shows. Its streaming numbers were massive, and Netflix has since continued using this multi-part release strategy for series like “Bridgerton,” “Emily in Paris,” “Outer Banks” and “Cobra Kai.” But just because splitting up seasons has become Netflix’s go-to, it doesn’t mean it’s the right decision.
Recently, “Wednesday” season 2 was released in two parts on Aug. 6 and Sept. 3. Sometimes, splitting a season into two parts just doesn’t make sense — and that seems to be what happened here. Although part one ended on a cliffhanger, many viewers felt dissatisfied with how slow the episodes felt. Had the season dropped all at once, reactions to the season may have been more positive. Instead, dividing the season created the impression of two separate, somewhat disconnected entities. On top of it all, fans had to wait nearly a month for the second part. By then, many viewers were over it. In fact, “Wednesday” saw a 43% decline in viewership from the first volume to the second.
Will Netflix abandon its volume strategy anytime soon? Maybe not. After all, season 5 of “Stranger Things” is set to drop in three separate parts this winter. But as one of the most anticipated releases globally, perhaps “Stranger Things” can get away with it. Other shows cannot.
