When Less Is More: Content Strategies for Subscription Video on Demand
2 institutional releases
Published in Marketing Science · View the paper (DOI)
A study by Carnegie Mellon University found that gradually releasing TV shows increases consumer engagement and subscription rates. Participants in the gradual-release group were 48% more likely to continue using the platform than those in the all-at-once release group, leading to increased subscription retention.
Coverage from 2 institutions
- For video-on-demand platforms, release strategy matters: streaming episodes gradually boosts consumers’ searches, subscription rates Carnegie Mellon University · Sep 8, 2025 · first to report
- Weekly episode releases drive higher viewer engagement and subscriptions on streaming platforms, study finds Institute for Operations Research and the Management Sciences · Dec 18, 2025