It's become a common trend for fans of various TV shows. As a new season approaches, many viewers refresh their memories by watching previous episodes.
This phenomenon gives shows which are divided into several parts, such as "Lupin," a particularly big boost.
Marketing professionals know how important the emotions associated with anticipation are as fans await the premiere of a movie or show.
Series that launched a new season on Netflix in the second half of 2023 saw an 86 per cent increase in viewing hours for older seasons, compared with the first half of the year.
In contrast, series that didn't launch any new parts during this period saw a 46 per cent drop in their viewing hours. These were 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 their release."
According to the report, the "Lupin" series is a perfect case in 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 five-fold from 33 million in the first half of 2023 to 165 million in the second half," the researchers pointed out.
Scripted series benefited the 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 pefr cent 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 per cent 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 per cent increase thanks to the release of the live-action adaptation of the manga show.