According to external sources, Netflix had broken the weekly rhythm of traditional television by relying on a “one-off line” that year, but with the mainstream of streaming media, it had faced competitions that had moved from cable to short video and video platforms. This has led to the emergence of a broadcasting model that no longer appears adapted to current viewing habits.
The competition has changed to a video application.
Netflix changed the user-tracking habits in a non-advertising, continuous way when the Card House came online throughout the season in 2013. At that stage, streaming media were mainly competing for user time with radio and television, cable and satellite television.
But the situation has changed. Nelson stated in June 2025 that for the first time in the world, television and radio had been watched longer. This means that Netflix was no longer the main threat to traditional television, which was initially about to be defeated.
According to the article, the real users are TikTok, YouTube, Reels and a variety of micro-sphere applications. Users do not necessarily open Netflix if they want to send an hour or two, as free, up-to-date video content is sufficient.
The viewing time is shrinking.
Many of the market data point to the same trend: Netflix's advantage over the length of the user's view is being pursued and even reversed.
- eMarketer says that Netflix was 62.1 minutes in 2024.
- TikTok averaged 58.4 minutes per day for the same period
- Digital i claims that in 2025 YouTube averaged 99.1 minutes per day
It was mentioned that while the statistical calibres of the different institutions were not identical, the direction was more consistent, i.e. YouTube and TikTok products had become more direct competitors of Netflix.
Netflix has also started adjusting its products. The company added a TikTok-like stream of content to the edition in April this year, in the hope of helping users find more quickly accessible content. However, according to the article, the design still uses short video stream as a search tool rather than an independent viewer.
The micro-shorts drive re-engineering.
According to the article, an increasing number of users want to see the content shorter and easier to read, rather than devote weeks to the full season and follow-up multi-season drama. This pattern of consumption is more appropriate than the traditional dramas, YouTube videos, TikTok series content and micro-short plays.
- ReelShort Total Expenditures in 2025
- Increase over 2024 119%
- DramaBox spent $276 million last year.
Against this background, it is argued that Netflix may need to rethink what is more appropriate for the current platform. A relatively straightforward approach is to increase the number of single-season mini- or qualifiers and to reduce the burden on users.
The article also mentioned that Netflix could also try to break some of the programmes into shorter modules, particularly light-quantitative competitions. At the same time, some of the more high-quality programmes can shift to weekly updates in order to maintain discussion heat and sustained attention.
According to external sources, Netflix had re-engineered television viewing, and now, with short videos and micro-short dramas, the company might need to re-engineer its content structure and go-live.