How Stranger Things Restored the Shared TV Experience in the Streaming Era

Stranger Things captivated audiences worldwide on New Year’s Eve with its series finale, reaffirming that appointment TV still has a place in the modern entertainment landscape.

The Disruption of Traditional TV by Netflix

Netflix has been a game-changer since revolutionizing how we consume media, starting from helping to dismantle video rental stores to challenging major studios with its pioneering streaming platform. This shift has transformed viewing habits, but not without some trade-offs, as highlighted by the finale of Stranger Things.

From Event TV to Binge-Watching

Historically, network TV thrived on “event television,” when shows aired simultaneously across the country, creating shared moments of collective memory. Highlights include:

• 76 million viewers for the Seinfeld finale
• 80 million for the Friends finale
• 106 million for MASH*’s finale

These moments fostered cultural conversations and national camaraderie.

In contrast, Netflix popularized a different approach—releasing entire seasons at once. Early hits like House of Cards set the stage for binge-watching, allowing viewers to consume whole series in a single sitting if they wished.

The binge model fueled Netflix's meteoric rise and inspired competitors to adopt similar release strategies. However, this approach also introduced new challenges:

• Elimination of shared TV experiences, as viewers no longer watched episodes simultaneously.
• Increased vulnerability to spoilers, especially for current episodes.

Evolving Release Strategies

In 2023, Netflix’s Chief Content Officer, Bela Bajaria, acknowledged the lack of concrete data favoring weekly releases over binge-model episodes, explaining that the choice often depends on what's best for each show. External factors—such as global shutdowns or industry strikes—also influenced the release schedules, with series like Bridgerton and The Crown adopting split releases.

The Return of the Collective Viewing Experience with Stranger Things

The final season of Stranger Things marked a notable departure from streaming’s one-size-fits-all approach. The season was divided into three parts:

• Volume 1: Released during Thanksgiving
• Volume 2: Dropped over Christmas
• Volume 3: A single, feature-length finale on New Year’s Eve

The last installment transformed streaming into appointment TV once again. Fans and viewers around the world canceled or re-scheduled New Year’s plans to watch the episode live, participating in a shared cultural event. The communal experience, alive both online and offline, exemplified how Netflix could craft moments of collective engagement.

This strategic release, though possibly a rare occurrence, demonstrated the power of a synchronized TV moment. It not only rejuvenated the communal aspect of television but may influence future release strategies across streaming platforms.

For more Stranger Things insights, explore the Season 5 soundtrack and our rankings of the best characters and episodes from the series.