Netflix has a problem: No one is watching the second seasons of its biggest hits. This isn’t a new trend, but it is now becoming a dire one, with executives at the company scrambling around asking what happened and looking for new shows—new content—to fix it. But content is not Netflix’s problem, and if its execs actually used the service they operate they’d have a better idea of what happened. Because there is no one to blame but Netflix itself.

The drop-offs have been bad. Beef and One Piece both lost over half their audiences in their respective second seasons. Same with Running Point and Four Seasons. Now Avatar: The Last Airbender is dealing with a similar drop off a cliff.