I don't think longform comics as such is an "unnatural" fit for the internet. You just have to be aware that it comes with different challenges than the gag-a-days.
As a longform comic creator myself, these are my experiences (BTW I post one page at a time, and not in chapter form):
It takes longer for you to get people to like your comic.
You don't get much of a following from your first couple of pages, because not much happens if you choose only to release a page at a time. Patience is key. And I MEAN patience. Don't think weeks. it's months if not years, unless you really know what you are doing marketing wise.
ON THE OTHER HAND The readers you do get seem to be much more loyal.
First off, keep in mind people who read longform comics may have a different reading habit than others. Instead of reading every page as soon as i comes up, they may wait for longer for a larger chunk and binge that (this may be mitigated more if you post chunks/chapters at a time).
I very rarely see my sub count go down. It's always climbing, slowly but steady, and there's some really faithful followers who always comment and like.
I really think the key is patience, and getting the word out about your comic.
Now, for my personal reading habits, I read a lot of longform comics. Both those who upload in pages and in chapters/chunks. I've subscribed to a lot of them, but wait for months between reading them though, to be able to read a large chunk at a time. That is easier with the chpater updates, than page updates, but I still think both are valid.
It also depends on your own personal schedule, how much you can make while still balancing life properly. Fx. even thoguh it's recommended to upload a page once a week, preferably more, I only upload a page everyother week, cause I also have work and other things to take care of, and that's what I can fit in.
I hope this was helpful to you 