Cliffhangers have been a staple of TV for decades, yet they’re more prevalent in the age of streaming than ever before. Almost every hit show on platforms like Netflix, Amazon Prime Video, and Apple TV will deploy them to some extent.
So, why are cliffhangers so ubiquitous, and what tactics make them work so well? Grab a snack, and we’ll explain the inner workings of the modern binge-viewing phenomenon.
The Engagement Crisis
Streaming shows rely on cliffhangers for one simple reason: if people stop watching, the platform risks losing its audience. This $129 billion market is incredibly competitive, and there’s a universe of other content out there, making viewer retention a priority.
Multiple tactics get used to hook people into streaming platforms, a little like how slot machines online don’t just rely on juicy jackpots to keep players spinning the reels. A cliffhanger is more like a perceived progression graphic in an online casino, hinting at what’s just around the corner, rather than providing a payoff right at the start of the season.
Streaming platforms also alter how information is parcelled out and presented in the writing of the shows they commission. Characters will explain what’s going on and reinforce their involvement in the plot more regularly, because it’s assumed that viewers will be watching with divided attention, for example. It’s all in service of maximizing retention.
The Credentials of a Good Cliffhanger
Cliffhangers are fundamentally simple. Rather than ending an episode of a streaming show neatly, the creative team cut off the action before a satisfying conclusion. This leaves an open loop that our brains yearn to close, and the only way to do so is to watch the next episode, then the next.
For the hook to really bite deep into viewers, the cliffhanger moment needs to be dramatic in nature. In the most recent series ofNetflix’s Bridgerton, for instance, episode 6 ends with the shocking death of a character, leaving the audience on tenterhooks about the aftermath. This tension can only be resolved by binge-watching the next episode.
The effect of a cliffhanger gets compounded by the autoplay function baked into almost every streaming platform. Viewers don’t even need to make an active choice about whether to watch the next episode. Instead, it’ll be played within 5 seconds of the closing credits rolling.
Then there’s the use of staggered releasing, further amplifying the effect of a cliffhanger. Once again, this is something Netflix did well with Bridgerton, splitting season releases into 2 halves rather than dumping the entire show onto the platform in one go. It harks back to the traditional approach of broadcast television, making streaming shows appointment viewing.
The Impact of Binge Logic
While it’s built for viewer retention, the cliffhanger’s return to prominence in the streaming age is no bad thing for audiences. It makes every show exciting, ensures there’s a hook to maintain our interest, and forces writers and directors to get creative to avoid repeating themselves.
In short, the cliffhanger is here to stay. And as long as it’s used effectively, it’s a positive facet of the streaming platform ecosystem, among many of its imperfections.