Once, TV schedules shaped daily life. Thursday nights were sacred, saved for Friends and ER, and fall premieres were as anticipated as the holidays. Then streaming platforms shattered these habits, replacing them with on-demand, binge-anytime freedom.

But something unexpected is happening. Weekly episode drops are back, seasonal viewing habits are reemerging, and the TV screen is fighting to reclaim its dominance. For media and advertising executives, this hybrid model—combining the best of TV’s past with streaming innovations—presents a new frontier. Is the traditional TV schedule truly gone, or has it just evolved?

When TV schedules ruled the day

In TV’s heyday, schedules and dayparts dictated how and when audiences consumed content. Mornings belonged to breakfast shows like Good Morning America, where weather forecasts and lifestyle tips mixed with ads for cereal and cleaning products. Afternoons catered to homemakers and retirees with soap operas and talk shows, drawing advertisers of household goods and pharmaceuticals.

Then came primetime, the crown jewel of TV’s dayparts. Millions tuned in to comedies, dramas, or blockbuster specials, and advertisers paid a premium for coveted slots during hits like Seinfeld or Lost.

Seasonality was just as critical. Fall premieres built anticipation for new storylines, while sweeps months like November and February featured high-stakes episodes designed to maximize ratings. Even summer, once a wasteland for reruns, became a testing ground for reality hits like Survivor. TV schedules weren’t just a habit; they were a cultural cornerstone.

The rise of streaming platforms like Netflix and Disney+ upended TV’s structure. Viewers no longer waited for Thursday nights; they binged entire seasons in a weekend. According to Netflix, 80% of subscribers watch full seasons within a week of release. The communal “watercooler moment” migrated to TikTok and YouTube, where memes and clips went viral.

Advertisers quickly adapted to streaming’s vast data capabilities. Ads became hyper-targeted, evolving with viewers’ life stages and even their locations. Forget what city you’re in? The ads during your morning news update will remind you.

Streaming ushered in a world of “everything, everywhere, all at once,” breaking the rigidity of TV schedules. But that same freedom introduced new challenges, including fragmented audiences and oversaturation.

The unlikely comeback of scheduling

Despite streaming’s dominance, old habits are making a comeback and it is important that media executives understand the impact of these shifts. Shows like Gilmore Girls see a spike in Netflix views each fall, aligning with seasonal moods. And what topped the streaming charts over Christmas this year? That’s right, Christmas movies – and not even good ones.

Viewers also continue to consume different types of content at distinct times of the day, on different devices – family and kids content peak on TV screens in the evening while teen dramas are primarily watched on smartphones, according to a digital-i study. Even YouTube is seeing a shift: 45% of its viewership now happens on TV screens in 2023, up from less than 30% in 2020.

This resurgence of structure has led streaming platforms to revisit old strategies. Weekly episodic releases, once dismissed as outdated, are now commonplace. According to Parrot Analytics, 75 of the 100 most in-demand U.S. series in early 2023 were released weekly, compared to just nine that dropped entire seasons at once.

The return of live and appointment viewing is another striking trend. Sports have proven that gathering audiences in real time still holds value. Netflix’s NFL Christmas games in 2024 broke records, drawing over 24 million viewers per game. Amazon’s Thursday Night Football also highlighted how live events can drive engagement, reigniting the idea that shared viewing moments still matter.

For streaming platforms, these events are a way to mimic the communal experiences traditional TV excelled at, while keeping viewers engaged over time.

The bottom line

In today’s hybrid era, in which consumers are looking for the best of TV and streaming, there are some traditional tactics that have matured and taken on renewed relevance.

1. Seasonality still drives success
   Certain times of the year lend themselves to specific types of content. Cosy dramas in fall or feel-good reality TV in summer can capitalize on seasonal preferences and stand out in crowded markets.
2. Dayparts have evolved, not disappeared
   Audiences still follow daily rhythms, though across different platforms. Media companies can “own” these moments by tailoring content for devices and time slots—morning news on phones, evening dramas on TV.
3. Weekly drops build community
   The return of episodic releases shows that viewers value anticipation and shared experiences. For media companies, weekly drops can foster loyalty and extend audience engagement over longer periods.
4. Ad models must adapt
   Balancing subscriptions with ad-supported content is key. Live events and structured schedules open doors for innovative ad formats, from programmatic spots to integrated sponsorships.
5. Streaming is maturing
   With increased competition, streaming platforms must focus on differentiation. Exclusive content, curated schedules, and live programming can help platforms stand out in a crowded field.

The hybrid era of TV and streaming has arrived. It’s no longer about choosing one over the other but about blending the best of both worlds. For media executives, success lies in agility—meeting audiences where they are while still offering the shared experiences they didn’t know they missed. TV’s golden age isn’t over; it’s just been reinvented.

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About the author

Claire Tavernier is a senior media and digital advisor based in the UK, and the co-host of media business podcast The Media Beat. She is the Chair of the Film and TV Charity and Charity Digital and an advisor to Unbound Publishing and The Reykjavik Global Forum.