Viewers wait longer than ever for returning streaming shows, Ampere discovers

According to Ampere Analysis research, the average gap between seasons of scripted originals has risen from 12 months in 2020 to 21 months in 2025. The research found that despite the longer wait for the return of originals, viewers remain surprisingly loyal.

The report concluded that the long gaps between seasons may actually lead to higher engagement with existing audiences, often rewatching earlier seasons to refresh their memories, and new audiences discovering shows during the gap between releases.

For example, Ampere said viewing of Stranger Things rose by 300% in the first half of 2025, ahead of the release of its fifth and final season. Additionally, the researcher noted that particularly strong viewing of Season 1 suggested both new viewers discovering the series and existing fans revisiting earlier episodes.

Further, after analysing Internet search activity, Ampere Analysis determined that original shows with gaps of over 30 months between seasons achieved the highest engagement in the premiere month of the new season. Shows including Apple TV’s Severance and Netflix’s Wednesday generated almost twice the average engagement levels despite lengthy waits between seasons.

The engagement levels often depend on genre, though. Sci-fi and fantasy titles, often involving complex, high-budget productions, perform well despite long waits between seasons. By contrast, comedy audiences are less willing to tolerate extended gaps, while crime and thriller content performs consistently across a range of release patterns.

Despite strong engagement with returning shows, Ampere warned that long gaps create risk. Long waits between seasons leave streaming platforms vulnerable to churn and encourage audiences to only subscribe when their favourite shows return. Specifically, Ampere found that, in Q1 2026 in the US, 54% of respondents said they would be likely to cancel a service subscription if they were not using it often enough.

The findings come as demand for high-end, blockbuster-style content has significantly extended production timelines.

Christen Tamisin, Senior Analyst at Ampere Analysis, elaborated: "Many original shows build highly dedicated audiences that remain loyal despite increasingly long waits between seasons. However, streamers need to balance blockbuster production timelines against a steady flow of content. Extended gaps may generate anticipation around flagship titles, but they can also encourage audiences to cancel subscriptions and return only when major shows are back on screen."

Global streaming subscription revenue recently surpassed $150bn for the first time in 2025, according to new research from Ampere Analysis. Discover more here.