New Study Highlights Major Consumer Pain Point Amid Rising Streaming Costs

The average gap between seasons of scripted streaming originals has nearly doubled over the past five years, according to a new study by Ampere Analysis, raising concerns about viewer retention and production challenges in the industry.

Study Reveals Dramatic Increase in Season Gaps

The research, published in May 2026, found that the average time between seasons of scripted streaming originals rose from 12 months in 2020 to 21 months in 2025. This trend reflects the growing complexity and scale of high-budget productions commissioned by major platforms, which require extended development and production timelines.

“The average wait between seasons of scripted streaming originals increased from 12 months in 2020 to 21 months in 2025, reflecting the growing complexity and scale of high-budget productions commissioned by major streaming platforms,” the report states. Despite the longer delays, audiences have remained engaged with flagship series such as “Severance” and “Wednesday,” which saw above-average viewership after extended breaks.

Production Challenges and Viewer Retention

The study highlights a direct link between prolonged season gaps and viewer churn. Ampere Analysis noted that 54% of U.S. Respondents said they might cancel streaming services if they did not regularly use them. The report warns that longer waits could exacerbate this risk, particularly as platforms face pressure to balance costly production schedules with audience expectations.

“Longer waits could increase churn risk, with 54% of U.S. Respondents saying they may cancel services they do not use often,” the report emphasizes. However, some series with gaps exceeding 30 months between seasons actually recorded the strongest audience engagement during their latest premieres, suggesting that extended breaks may encourage viewers to revisit earlier seasons or attract new audiences.

Industry Context and Platform Strategies

Streaming platforms have released 599 scripted original seasons in 2022 alone, surpassing the combined total from 2015 through 2019. This surge in content creation has placed additional strain on production pipelines, with many shows requiring more time to develop, film, and post-produce. The report attributes the trend to the industry’s shift toward larger-scale, high-budget projects that demand more resources and coordination.

“Despite the longer delays, viewers have remained largely loyal to flagship series including ‘Severance’ and ‘Wednesday,’ both of which generated above-average engagement levels following lengthy production gaps,” the study notes. This resilience suggests that audiences may be willing to tolerate extended waits for shows with strong brand recognition and narrative continuity.

Future Implications for Streaming Services

The findings underscore the delicate balance streaming platforms must strike between producing high-quality content and maintaining viewer loyalty. As platforms continue to invest in ambitious projects, they face the challenge of managing audience expectations in an era of rapid content consumption and rising subscription costs.

“The research suggests that extended breaks can encourage viewers to revisit earlier seasons while also giving new audiences time to discover established shows,” the report concludes. However, the industry remains cautious about the long-term effects of prolonged season gaps, particularly as competition for viewer attention intensifies.

With the average time between seasons now nearing two years, the study serves as a critical reminder of the evolving dynamics in the streaming landscape. As platforms navigate these challenges, the focus will remain on sustaining engagement while delivering the high-quality content that drives subscriber growth.