Disney's Friday release schedule for The Mandalorian season 2 makes sense, but they failed to capitalize upon a big streaming opportunity. Between now and late December 2020, Fridays will be much more entertaining with new tales about Din Djarin and Baby Yoda, but somehow these stories feel like cultural events that families should be able to experience together at the same time as everyone else. Instead, Disney currently releases new episodes on Fridays at 12:00 a.m. PST, a time when most North American subscribers have already faded away into their dreams. Shouldn't The Mandalorian be a primetime Sunday event?

The Mandalorian season 2 premiere may be the best episode yet, which means that extensive coverage was already circulating online by the early morning hours of its premiere date. Die-hards will watch new episodes ASAP, of course, but everybody else will either catch up after work on Friday or throughout the weekend. By then, it's nearly impossible to avoid crucial plot information online, and so many people already know about big reveals before a first-watch. For example, there are numerous standout moments and Star Wars Easter eggs in The Mandalorian season 2 premiere, "Chapter 9: The Marshal," and they immediately become part of pop culture conversations during the first day of release. Casual adult streamers may not care about spoiler-y information throughout a Friday, but their kids will most likely hear about the relevant talking points by noon. By releasing new episodes of The Mandalorian on Fridays at 12:00 a.m., Disney is doing a disservice to its fanbase.

Related: Boba Fett Armor Retcon: The Mandalorian Changes Disney’s Star Wars Canon?

Disney needs to make new episode releases of The Mandalorian feel extra special. Meaning, a Sunday night primetime slot would build anticipation and allow fans to end their week on a positive note. In the time of COVID-19, there's something powerful about a show like The Mandalorian bringing people together. Disney should want fans to be in a position to watch new episodes with fresh eyes, in order to appreciate every little moment of the streaming experience. With the current release structure, though, Disney groups new episodes of The Mandalorian with whatever Netflix, Amazon Prime, and Hulu may be dropping at the same time. All of those platform have high-quality programs to offer, but streamers will typically pick out a favorite and not worry too much about falling behind. For example, many people are just now learning about the excellence of Netflix's The Queen's Gambit, but the series doesn't have the same cultural clout as The Mandalorian.

the mandalorian season 2 baby yoda held back

If Disney is going to follow rather than lead (at least in terms of scheduling), why not mimic HBO's Sunday precedent with Game of Thrones? For some, the anticipation of a new episode is just as important as the streaming experience itself. And in 2020, there are few programs that are truly deserving of a Sunday night primetime slot. So, HBO subscribers will change their plans to watch a new episode of The Mandalorian as soon as it's available. NFL fans will turn away from Sunday Night Football to be part of a cultural event involving Mando and Baby Yoda. For Disney, a Sunday night time slot for The Mandalorian season 2 would make life easier for everybody. If North American subscribers can't watch new episodes right away on Sunday evenings, then they can watch one or two hours later while avoiding any significant reveals that may emerge online. By Monday morning, everybody will have had their opportunity to watch.

Disney+ should take a more interactive approach with The Mandalorian. Instead of Friday mornings being about the rush to watch new episodes, Friday evenings could be about special build-up events on Disney+. Maybe it's just a new 20-minute featurette with a cast member or filmmaker, but that could at least be something new to increase the hype. Or maybe Disney+ could have a live streaming event on Saturdays, a way for people to engage with talent about the overall process. In the near future, one of the big streaming platforms will take a major step forward with a more interactive marketing approach. For now, Disney needs to do the right thing and simply move The Mandalorian season 2 to Sundays.

More: The Mandalorian: Biggest Unanswered Questions After Season 2’s Premiere