Netflix, the world's largest streaming giant, is facing a growing problem: viewer abandonment after the first season. According to recent data released by the company, hit series like One Piece lost more than 30% of their audience in the second season, while Beef suffered a drop of over 70%. The Night Agent saw a 50% decline in season two and an additional 35% in season three. These figures, collected within the first four weeks of release, are a source of concern for the company, which is studying the causes of the phenomenon.
One Piece and Avatar: dramatic drops in the first days
One of the most striking cases involves Avatar: The Last Airbender, one of the most-watched series in 2024. The second season experienced a drop of over 60% in the first week alone, a grim sign for the rest of the month. Comedy series like Running Point and The Four Seasons were renewed for a third season despite losing more than 50% of viewers in the second. This pattern is not new for Netflix, but it has become particularly evident in recent months.
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Comparison with broadcast and Apple TV+
The problem seems to be specific to Netflix. Traditional broadcast series, for example, tend to grow their audience over time. Apple TV+ also shows positive trends, with series increasing season after season. Netflix, on the other hand, sees a steady decline. Why? Some analysts suggest that binge-watching and the vast content library may lead users to quickly move on to other series without long-term loyalty. Others point to the lack of incentives to follow complex serial stories.
Possible solutions according to experts
Netflix is examining the data to understand how to reverse the trend. Strategies such as weekly episode releases, already adopted for some productions, could help maintain interest. Better personalization of recommendations might also play a role. Meanwhile, the company continues to invest in high-quality content, as shown by the extension of free 4K upgrades for purchased TV shows on iTunes, an offer aimed at improving the viewing experience. However, the retention problem remains thorny.
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According to an analysis by 9to5Mac, the situation is one of Netflix's biggest challenges. The data shows that even the most popular titles fail to retain audiences, and this could affect future renewal and production decisions. The question is: can Netflix solve this puzzle?
Source: https://9to5mac.com/2026/07/06/netflix-viewers-keep-abandoning-hit-series-after-one-season
