Partially disagree. I don't know about movies, novels, comics, series. But in videogames, I'd argue it's the opposite. Many times the first iteration of a franchise shows good ideas in a "shy" way, and the second time they feel more confident to actually express themselves: God of War 2, Darksiders 2, Pokémon Gold/Silver, Dead Space 2, Portal 2, Left 4 Dead 2, Blades of Time, The Witcher 2; probably a million others XD
Of course this is not a general rule: Dark Souls 2 was terrible; I wouldn't say DOOM Eternal was better than DOOM 2016 but it was clearly different (and as good); other franchises have a second iteration that's very similar to the first one (Tomb Raider).
The videogame industry lacks new ideas.