Netflix binge model faces competition from short-form video apps
8 reported
A Bloomberg report citing Netflix data indicates viewers are increasingly abandoning popular shows before the second season, according to TechCrunch. The report suggests reasons include frequent cancellations, long waits between seasons, and content designed for algorithms rather than art. Netflix’s binge-watching model, which helped it surpass traditional TV, now competes with TikTok, YouTube, Reels, and microdrama apps. Data from eMarketer showed U.S. adults spent 62.1 minutes per day on Netflix and 58.4 minutes on TikTok in 2024. A Digital i report found YouTube surpassed Netflix in average daily viewing in 2025, with 99.1 minutes versus 93.4 minutes. Netflix acknowledged this shift with a product redesign in April that added a TikTok-like feed. The article notes Netflix may need to rethink how it greenlights, produces, and releases shows, potentially prioritizing miniseries or experimenting with shorter formats.
What’s reported
A Bloomberg report citing Netflix data suggests viewers are abandoning shows before the second season.
Netflix’s binge model was built for competing with traditional TV but now competes with TikTok, YouTube, Reels, and microdrama apps.
In 2024, U.S. adults spent 62.1 minutes per day on Netflix and 58.4 minutes on TikTok, per eMarketer.
In 2025, YouTube averaged 99.1 minutes daily viewing versus Netflix’s 93.4 minutes, per a Digital i report.
Netflix added a TikTok-like feed in a product redesign in April.
Microdrama app ReelShort saw $1.2 billion in gross consumer spending in 2025, up 119% from 2024, per Appfigures.
DramaBox generated $276 million in gross consumer spending in 2025, more than doubling 2024 numbers.
Netflix has expanded into podcasts and live content, including live sports and the canceled reality show “Star Search.”
Key figures
Jeffrey Katzenberg (backed Quibi startup)
Amanda Silberling (TechCrunch reporter)
Sources: TechCrunch
