Netflix are set to axe a popular feature as it aims to put a stop to binge watching.
The streaming service can, at times, drop a whole series - or season - at once rather than making people wait a week between new episodes.
However they are now set to stop this by banning the release of whole seasons being dropped on the same day.
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Shows such as Bridgerton, Sex Education and The Witcher have all had their whole seasons dropped in one go with Strange Thing's most recent series having been split into two instalments.
According to Liverpool Echo, this means sitting down and binge watching your favourite shows could quickly become a thing of the past as Netflix consider dropping weekly episodes instead. Puck also reported that Netflix's co-founder Reed Hastings "has seemed unwilling to pivot off the binge mode" in the past but "now, it appears, he does".
It comes as Netflix is looking for new ways to retain subscribers. If shows are dropped weekly, rather than in one go, then people won't binge and then unsubscribe. This means they will need to remain a paying customer to watch all of the episodes and viewers will only be able to binge watch a show once every episode is released.
Entertainment industry legend Bob Lefsetz predicts that Netflix is putting itself in danger with the move. He said: "This is how the music business got in trouble, by ignoring its customers in search of an ever-growing bottom line”. He added: "In the digital world, in the internet world, you give the people what they want or you die."
Netflix also recently announced it would be adding a new tier to the platform where customers could choose to watch ads for a cheaper subscription fee. The new advert-tier is expected to cost between £6 and £8 per month.
They are also trying to clamp down on households sharing passwords with family and friends, meaning that more people will have to create their own accounts. It comes as over a million customers left the platform between April and July of this year.
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