Netflix is trying something new.
Instead of release all episodes of a season, the streaming giant is experimenting with releasing just one episode a week for a few of its newest series.
The new season of The Great British Baking Show (Collection 7) is the first program to get the updated weekly treatment. It has usually been released differently in the US and UK, allowing Netflix to release it all at once. However, this time around, Netflix really wants to keep the suspense of eliminations alive.
If you go look at the listing for The Great British Baking Show on Netflix, you’ll see just one episode available for Collection 7. There are future episodes shown but none of them are able to be watched. Instead, there is just a date for the release of that single episode. Releasing each episode weekly will allow viewers to keep up with the reality competition just as they do shows that air on cable.
The Great British Baking Show isn’t the only reality competition series dropping the binge for Netflix. The streaming service released the first look at Rhythm & Flow last week, a rap competition series featuring T.I., Cardi B, and Chance the Rapper as judges. This show will be released in groups each and every week.
On October 9th the first four episodes of the series will be released, those all make up the audition portion of the series. One week later, on October 16th, episodes 5-7 will be released. The series wraps up on October 23rd, when Netflix will release episodes 8-10.
Hulu releases episodes for a few of its original series weekly — so we’re not totally mad at this.
Update: Netflix has responded to us with some clarification
the weekly release of licensed titles (like Great British Baking Show) isn't new and in hopes of keeping Rhythm + Flow's winner a surprise, we're trying something new! but not happening with more new shows than that
— Netflix US (@netflix) September 3, 2019