The US TV industry has shifted towards shorter-format series, with fewer episodes per season - driven by a focus from streaming players on acquiring a diverse viewer base. But as streaming services grow their ad-supported offerings, and focus on retention and cost-effectiveness, is there a rationale for the industry to reverse this pattern? This report explores some of the changing patterns in TV season episode counts, the impact this has on popularity and longevity of shows, and whether there is an incentive for seasons to become longer again as ad-supported offerings grow. 

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