We're already at Peak TV - now it appears that the entertainment world has hit Peak Binge.
Apple TV has launched in New Zealand, the latest streaming service to compete against Netflix, Amazon and traditional broadcasters.
Disney + will join suit next week.
However, the services will no longer dump their seasons all at once as Netflix has. Instead, they will release them the old fashioned way - one week at a time.
Media professor at Macquarie University Catharine Lumby told Heather du Plessis-Allan says that the competitive nature of the market has seen it move this way.
"With so many streaming services dropping entire seasons in one hit, it's a little bit like having a bag candy. You have one or two and it's yummy, but when your on the twelfth, you think you've had too much."
She thinks that the services are realise that they are losing the 'watercooler moment' by dropping everything at once.
"By building anticipation and allowing those conversations to unfold, you're drawing viewers towards the show."