It’s because they walked away from the tried and true broadcast television model:
- long seasons, often 20+ episodes
- new episodes air in the evenings (prime time) during fall & winter, when everyone stays indoors during
- shows air weekly, same night (usually a weeknight) every week, not all at once
- reruns during the summer
This model was created out of necessity: the technology was broadcast television, no video recording technology cheap enough to distribute episodes in bulk. However the model had a number of advantages. First of all, it created audience loyalty because shows had a consistent and timely presence in people’s lives. People would gather around the water cooler or on the playground to talk about last night’s episode, since it came out for everyone at the same time.
It also gave shows evolving cultural relevance, as longer runs gave the writers opportunities to respond to current events, fashion trends, or changes in technology.
Lastly, it was immune to the “binge burnout” and “cramming amnesia” effects, two terms I just made up (but describe real phenomena). Everyone who has binge watched a season of a show knows the bad feeling you get at the end. It’s a mixture of burnout but also of grief, because you’re forced out of a world you’d immersed yourself in. Cramming amnesia should be instantly familiar to anyone who has crammed for an exam, and everyone knows that spaced repetition over the long term is much better at building memory, whereas cramming leads to forgetting.
Broadcast television could have aired a whole season’s episodes all at once in a marathon, but they didn’t, because they knew it was a bad idea. Netflix letting everyone binge a season of a show is just dumb, but now they can’t go back without upsetting people. They built a model almost perfectly designed to get people to cancel their subscriptions after bingeing all the seasons they want, rather than a sustainable model for long-term subscription revenue. I don’t know why they chose to do that, perhaps they were repulsed at the idea of becoming a cable company?