Two years after Amazon stepped in to rescue Neighbours, the streaming titan has now decided to pull the plug on the beloved Australian soap. As a result, this iconic series is set to conclude once again in December. For fans like myself, this news is yet another heartbreaking blow to a cherished television institution that has been consistently undervalued by the very corporations that have financially supported it.
In 2022, Neighbours faced cancellation by Channel 5 after a remarkable 37-year run. However, a surge of audience mobilization and an outpouring of goodwill led to a spectacular farewell, featuring appearances from notable alumni such as Kylie Minogue, Jason Donovan, and Margot Robbie. The excitement generated around this sunny, feel-good soap, which explores the intricacies of life in an Australian suburban cul-de-sac, caught the attention of the industry. Recognizing the brand’s enduring appeal, Amazon quickly intervened with a two-year revival deal.
Since its launch in September 2023, Neighbours: A New Chapter has consistently ranked among the most-watched shows on Prime Video in the UK. It has also garnered critical acclaim, securing its first-ever US Daytime Emmy nominations. Yet, despite these achievements, it seems this was not enough to satisfy Amazon’s expectations. The reasons behind the decision not to renew the show remain unclear, but one can speculate that the company anticipated a level of global success that the program ultimately failed to deliver.
The original finale of Neighbours was nothing short of action-packed (Photo: Freemantle/Channel 5), but a dedicated and loyal audience remains in various regions, particularly in the UK, where fans may feel their long-standing support has gone unrecognized. As Neighbours approaches its 40th anniversary in 2025, this certainly isn’t the gift it deserves.
Soaps thrive on loyalty, consistency, and audience engagement—qualities that initially attracted Amazon when they witnessed the fervent love for Neighbours and the ready-made audience it promised to bring to the platform. However, it appears that Amazon’s ambitions for the acquisition did not materialize as planned. This seems particularly unfair, considering the show has only been back on air for just over a year. Behind the scenes, significant changes were taking place within Amazon that even the shrewdest business minds, such as Paul Robinson, couldn’t navigate.
Initially, Neighbours was commissioned by Amazon as a flagship series for FreeVee, their free streaming platform. However, when FreeVee was shelved due to an internal rebranding strategy, the soap found itself without a home and was subsequently transferred to Prime Video. This shift may have led to heightened expectations that the show struggled to meet, complicating renegotiation talks that ultimately failed to secure a new deal.
In this competitive market, financial strategy and business goals appear to take precedence over catering to a loyal audience that has been tuning in for four decades and will likely continue to do so. Amazon seems to have sought immediate ratings success rather than cultivating a steady, long-term viewership, demonstrating a lack of understanding of the unique value that a soap can offer.
Soaps require nurturing and the freedom to evolve, as there will always be an audience for them. Surely, this enduring devotion from fans should hold weight in a competitive landscape? Or are the passions of soap enthusiasts simply not enough?
It’s interesting to note the wording in the official statement, which suggests that Neighbours will be “resting” starting in December. Could this imply that the show is merely taking a break and will undergo rebranding for the future? We shouldn’t dismiss the possibility of another surprise revival just yet. After all, Neighbours has already defied the odds twice, having transitioned from its original Australian network, Seven, to Channel 10 within its first year back in the 1980s.
History has shown us that there is always room for hope on Ramsay Street.
