The Marvelous Mrs. Maisel's Season 4 weekly release is the latest example of streamers moving away from the binge-release model

Indiewire

Amazon listened to creator Amy Sherman-Palladino and executive producer Daniel Palladino. And in the wake of The Boys' Season 2's weekly release, it made sense to allow Mrs. Maisel to change things up. “There’s just a lot for the audience to digest,” says Marc Resteghini, Amazon Studios’ head of U.S. and global development, in an interview with Indiewire. “It felt like this was an opportunity to really allow people to savor the individual episodes. And two (episodes) felt like the right number. One felt like it would be cruel. And it’s not just the dialogue. It’s the production design, it’s the costumes, it’s the attention to detail. We want people to really be able to immerse themselves in this and appreciate the immense amount of hard work that went into the last two years of getting this season ready.” Meredith Gertler, executive vice president, content strategy and planning for HBO and HBO Max, added that HBO Max embraced the weekly release model because "as we’ve seen with the history of HBO, that there are so many advantages to the weekly release pattern, giving us more runway to drive awareness. It allows for multiple entry points into the show over the course of its run. It can help to serve to increase engagement and, of course, generate sustained cultural conversation. That’s definitely something that we wanted to transport over to the Max strategy.” Even though Euphoria is technically an HBO show, Gertler pointed to its weekly release in driving up viewership each week. Meanwhile, Netflix, which pioneered the streaming binge-release model, is embracing stretching out its seasons with Ozark and Stranger Things splitting their new seasons in half.