Entertainment: The "Wednesday" Effect: A Case Study in Streaming Longevity

InsightTrendsWorld
Sep 7
8 min read

What is the "Staying Power" Trend? The "Staying Power" trend is a phenomenon in the streaming world where a series, after its initial release and subsequent season finale, continues to hold a dominant position on viewership charts. This goes against the common streaming trend of a show's popularity rapidly declining after a new season has been fully released. The success of "Wednesday" demonstrates that a select few shows are able to maintain momentum and audience engagement long after the initial buzz has subsided.

Why it is a trending topic: Breaking the Streaming Model This is a trending topic because it challenges the traditional streaming release model, where shows often see a massive but short-lived spike in viewership. The article highlights how "Wednesday" is an anomaly that has become a consistent, long-term hit.

Sustained Global Dominance: The show's ability to be the top-ranked TV title on Netflix both in the U.S. and globally, even after the second part of its new season has been out for several days, is a major deviation from the norm.
Positive Critical Reception: Strong critical and audience reviews for Season 2, which are an improvement over Season 1's critical score, contribute to its sustained popularity.
Strategic Content Expansion: The show's creators are not only continuing the series but are also developing an animated "Addams Family" movie, showing a strategic plan to build on the franchise's success and keep the IP relevant for a long time.

Overview: A Franchise in the Making "Wednesday" has cemented its status as one of Netflix's biggest productions. The release of Season 2, broken into two parts, has reignited its viewership and maintained its dominance on the global streaming charts. The series has evolved in its content, shifting towards a more horror-focused and less romantic narrative, a change that has been well-received. With a third season already confirmed and new "Addams Family" content in development, the show is transitioning from a hit series into a long-lasting entertainment franchise.

Detailed Findings: The Show's Formula for Success

Strategic Release Schedule: The release of Season 2 in two parts helped to extend the show's presence and keep it in the conversation for a longer period, rather than a single, quick binge.
Evolving Narrative: The decision to "turn up the horror and tone down the romance" was a successful creative choice that catered to a key part of the show's audience and was a factor in its improved critical score.
Strong Ensemble Cast: The return of core fan favorites, coupled with the introduction of high-profile newcomers like Lady Gaga and Christopher Lloyd, generated significant buzz and a fresh appeal for the new season.
Lessons from Past Failures: The showrunners, Alfred Gough and Miles Millar, have applied lessons learned from their work on "Smallville" to ensure "Wednesday" has "staying power." This includes a commitment to a shorter gap between seasons, which they've promised to work on for Season 3.
Franchise Expansion: The development of a new animated "Addams Family" movie at Amazon MGM Studios by the same creators shows a strategic effort to build a media franchise around the show's success, which is a significant industry trend.

Key Success Factors of this Streaming Trend

Quality and Innovation: The show's success is not just due to marketing but is rooted in its creative quality. By "digging deeper into our characters" and "expanding the world of Nevermore," the creators have kept the story fresh and engaging.
Building a Loyal Fandom: The article's mention of fan favorites and the show's continued viewership shows that it has cultivated a highly engaged and loyal fanbase that keeps coming back, even after the initial season is over.
Leveraging a Recognizable IP: The show’s foundation in the well-known "Addams Family" IP gave it a significant advantage from the start, but its original take on the material has allowed it to stand on its own and become a cultural phenomenon.

Key Takeaway: The Rise of the Ever-Green Streamer The most significant takeaway is that some streaming shows are capable of becoming "ever-green" hits that transcend the typical boom-and-bust cycle of the streaming world. The "Wednesday" trend demonstrates that if a series has a strong creative foundation, a loyal fanbase, and a strategic plan for its future, it can remain a dominant force on streaming charts for a long time.

Main Trend: The "Ever-Green Streaming IP" Trend The core trend is the "Ever-Green Streaming IP" trend, where a streaming series is not just a one-off hit but a long-term, sustained franchise that maintains its cultural relevance and viewership long after its initial release.

Description of the trend: From Binge to Lifestyle This trend signifies a shift in consumer behavior from passive binge-watching to a deep, active engagement with a series. The show becomes part of the consumer's lifestyle, something they return to, talk about, and eagerly await new content for. This is achieved by creating high-quality content that nurtures a dedicated fanbase and by strategically planning for future content within the same universe.

Key Characteristics of the Core Trend

Sustained Chart Dominance: The series consistently appears in the top-ranked lists on streaming platforms.
Franchise Potential: The show's world and characters are rich enough to be expanded into other forms of media, such as movies or spin-offs.
High Critical and Audience Scores: Both critics and audiences approve of the creative direction, which is a key indicator of its longevity.
Long-Term Strategic Planning: The showrunners and network have a long-term plan that goes beyond just the next season, focusing on the longevity of the entire IP.

Market and Cultural Signals Supporting the Trend

Increased Competition: The crowded streaming market makes it difficult for new shows to gain traction. A show's ability to remain popular is a sign of its exceptional quality and a strong signal to competitors.
Consumer Demand for Familiarity: In a world with an overwhelming amount of new content, consumers are drawn to familiar and trusted IPs, but they also demand a fresh take on the material.
Social Media as a Fandom Hub: Platforms like TikTok allow for the cultivation of a dedicated fanbase that can keep a show in the cultural conversation for months and years.

What is consumer motivation?

Desire for Quality: Consumers are motivated by a desire to watch high-quality shows that are well-written, well-acted, and visually compelling.
Nostalgia and Familiarity: The show's connection to the "Addams Family" appeals to a sense of nostalgia for a classic IP, which is a powerful motivator for viewers.
Community and Fandom: Consumers are motivated to engage with a show that has a strong online community, allowing them to feel a sense of belonging and share their passion with others.

What is motivation beyond the trend?

Investment of Time: The motivation is to invest time in a show that has a proven track record and a confirmed future, so the emotional and time investment feels worthwhile.
Appreciation for Craftsmanship: The positive reviews and the mention of the showrunners' lessons learned suggest that consumers are motivated by a genuine appreciation for the creative craftsmanship and dedication to a quality product.

Descriptions of consumers:

Consumer Summary: The consumers are a mix of long-time fans of "The Addams Family" and new viewers who were drawn in by the show's viral appeal. They are highly active in online fandoms, are not afraid to share their opinions (e.g., in reviews), and are engaged with the show beyond just binge-watching it. They are looking for a series they can emotionally invest in and that offers a rich, expanding world.
Who are them?: A wide demographic, from younger viewers who are drawn to the show's aesthetic and social media presence, to older viewers who have a nostalgic connection to the "Addams Family" franchise.
What is their age?: The trend appeals to a broad range, from Gen Z to Millennials, and older generations who are fans of the source material.
What is their gender?: The trend is likely gender-neutral, as the show's dark humor and supernatural themes appeal to a diverse audience.
What is their income?: This is not a financially driven trend, so income is not a key factor.
What is their lifestyle?: A digitally native lifestyle, highly engaged with streaming platforms and social media.

How the Trend Is Changing Consumer Behavior

From "Binge-and-Forget" to "Binge-and-Anticipate": Consumers are no longer just consuming content and moving on; they are bingeing a new season and then actively anticipating the next one, which keeps a show top-of-mind.
Expectation of Quality and Longevity: Consumers are starting to expect that shows from major streaming platforms will have a long-term plan, and a show's renewal is a key signal of its worthiness.

Implications of the Trend Across the Ecosystem

For Consumers: The benefit of more long-running, well-developed series to invest their time in.
For Brands and CPGs: The opportunity to partner with successful IPs like "Wednesday" for long-term marketing campaigns, merchandise, and cross-promotional efforts.
For Streaming Platforms: The need to shift from a high-volume, quick-turnaround content strategy to a more focused approach on developing long-term, high-quality franchises. The "Wednesday" model provides a blueprint for what a successful franchise can look like.

Strategic Forecast: The Franchise-First Model

Renewals Before Release: It may become standard practice for streaming platforms to renew their most promising shows for future seasons before the new season even premieres, as was the case with "Wednesday."
Cross-Platform IP Expansion: We can expect to see more shows expanded into other forms of media, such as video games, animated series, or movies, as a way to maximize the IP's value.
Shorter Gaps Between Seasons: Streaming platforms will likely face increasing pressure from fans to reduce the long wait times between seasons, as the article mentions with "Wednesday."

Areas of innovation

Cross-Media Narratives: The creation of a unified narrative that spans across different media, such as a live-action series and a related animated movie.
Fan-Driven Content: More opportunities for fans to engage with the show's world, such as through interactive websites, AR experiences, or virtual reality events, to keep the momentum going between seasons.
Strategic Splitting of Seasons: The two-part season release model may become a more common strategy to keep a show in the public eye for a longer period and prevent the "binge-and-forget" effect.

Summary of Trends:

Core Consumer Trend: The "Investment in IP" trend. Consumers are choosing to invest their time and loyalty in series that have a proven record of quality and a clear, long-term plan for the IP.
Core Social Trend: The "Fandom as a Driving Force" trend. Dedicated online fandoms are a key force in maintaining a show's cultural relevance and are a powerful tool for marketing and sustaining a series' popularity.
Core Strategy: The "Franchise-First Development" strategy. Creators and studios are no longer just making a single series, but are actively developing a long-term, multi-media franchise from the beginning.
Core Industry Trend: The "Sustained-Viewership Model" trend. The streaming industry is moving beyond the short-term, "all-at-once" binge model and is now seeking to create content that can hold a high ranking and audience engagement for months or even years.
Core Consumer Motivation: The "Desire for Community and Emotional Investment." Consumers are motivated to watch shows that provide a sense of community and a world they can deeply and emotionally invest in without fear of the show's premature cancellation.

Final Thought: The New Normal for Netflix "Wednesday" is not just a hit show; it's a new benchmark for Netflix's strategy. Its sustained success proves that a well-crafted series with a loyal fanbase and a long-term creative vision can be an invaluable asset. This model of building a durable, "ever-green" franchise, rather than simply churning out content, may very well be the key to winning the streaming wars in the years to come.