While television enthusiasts often express their annoyance at the prolonged wait for new seasons of their beloved series, recent insights from Ampere Analysis suggest that the delay might be strategically beneficial.
The study introduced by the analysis group confirms the real impact of the so-called “Stranger Things effect,” observing that the average interval between seasons for original scripted series on major streaming platforms nearly doubled from 12 months in 2020 to an anticipated 21 months in 2025.
Specifically highlighted were the lengthy intervals seen in the Duffer Brothers’ renowned series on Netflix, which is celebrated for its massive marketing efforts and significant breaks between seasons. The research also noted similar patterns in Netflix’s “Wednesday” and Apple TV’s “Severance.”
Historically, the gap between seasons was about 10 months a decade ago, which has incrementally increased. The most notable jumps occurred during the initial year of the COVID-19 pandemic, where the gap extended from 12 to 16 months, and amid the labor strikes in the U.S. from 2023 to 2024, which saw an increase from 17 to 21 months. By the last measured year, the interval stabilized at 21 months.
Streaming Dynamics
Ampere Analysis points out that despite potential viewer frustration, the strategy of extended breaks appears to be effective. Shows experiencing over 30 months between seasons saw the highest viewer engagement during the premiere month of their new seasons. For instance, viewership for “Stranger Things” surged by 300% in the second half of 2025, just before its fifth and final season was released. This spike included substantial numbers of new viewers and those re-watching earlier seasons.
However, Ampere warned that while these long intervals can boost interest in returning series, they also pose risks. A survey from the first quarter of 2026 showed that 54% of U.S. respondents would likely cancel a subscription if they felt they weren’t using it often enough.
Christen Tamisin, a senior analyst at Ampere, remarked that streaming services must find a balance between creating blockbuster titles and maintaining a consistent release schedule. “While extended gaps can build anticipation for major releases, they also risk prompting subscribers to cancel their service, only returning when a significant show resumes,” she explained.
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