Series that launched a new season on Netflix in the second half of 2023 saw an 86% increase in viewing hours for older seasons, compared to the first half of the year.

In contrast, series that didn’t launch any new parts during this period saw a 46% drop in their viewing hours. These are the findings of the latest Ampere Analytics report.

“With streaming business models increasingly focused on ad-supported tiers, viewing volumes are crucial for attracting advertisers and generating ad revenue,” said Joe Hall, senior analyst at Ampere.

“This makes returning series an attractive prospect to these companies, as they can help sustain engagement for older seasons long after release.”

According to the report, the “Lupin” series is a perfect case in point. Starring Omar Sy, it has seen a very sharp increase in its audience.

After launching the third part in October 2023, the first two parts enjoyed a new surge in popularity: “Viewing hours for part one and part two surged by fivefold from 33 million in the first half of 2023 to 165 million in the second half,” the researchers pointed out.

Scripted series benefited most, as the number of viewing hours for previous seasons doubled in the second half of the year.

Non-scripted programmes, such as reality shows, documentaries and the like, did not ride the same wave, and even posted a 7% drop in viewership compared with the first half of 2023.

Nevertheless, related programmes also conferred a boost in certain cases.

The Korean series “Squid Game” saw a 31% increase in the second half of the year when spin-off reality series “Squid Game: The Challenge” was launched.

The animated series “One Piece” also climbed in the ratings, with a 67% increase thanks to the release of the live-action adaptation of the manga.