Nielsen peels away Orange audience mystery
SVoD giant Netflix has always been good at sharing its international subscriber data, but it has never bothered to provide much detail about the audiences that tune in to individual shows.
As an ad-free service, it doesn’t really need to; instead, it sees competitive value in keeping its rivals guessing.
This, of course, doesn’t stop third parties speculating – and this week research firm Nielsen is in the news for trying to unlock the secret of Orange is the New Black (OITNB)’s audience numbers.
The key finding, revealed at the Consumer 360 conference in Las Vegas, is that OITNB is the big hit that everyone always suspected it to be. According to audience data reported on by the Wall Street Journal, 6.7 million people watched the first episode of season four in the three days following its June 17 launch. The second episode then attracted 5.9 million viewers.
To put those numbers in context, they would make OITNB one of the most popular shows on US cable TV, if it lived within the traditional US cable system.
It’s not as big as Game of Thrones or The Walking Dead, but it would trump pretty much everything else. For the record, Nielsen also looked at streaming data for Seinfeld on Hulu, which drew 706,000 viewers within five days of launch.
Other shows in the news this week include AMC’s Preacher, which is halfway through its first 10-episode season. After starting strongly, with 2.38 million for episode one, the show slipped to 1.14 million by episode four.
However, there was an encouraging bounce back for episode five, which recorded 1.43 million (all figures are Nielsen overnights). Perhaps that’s why AMC chose this week to announce that the show, which stars Dominic Cooper, will have an enlarged second season of 13 episodes.
“Preacher is a special TV programme and we’re eager to share with fans the rest of this wild first season and, now, an expanded second season,” said AMC president Charlie Collier. “What (the team) has achieved in bringing Garth Ennis’s graphic novel to the screen is extraordinary. We look forward to more time with these unforgettable characters, be it in Heaven, Hell, Texas or beyond.”
Preacher is currently AMC’s fifth best-performing show behind The Walking Dead, Fear the Walking Dead, Into the Badlands and Better Call Saul. The writer and showrunner is Sam Catlin.
A more surprising renewal is that for Syfy’s 12 Monkeys, a futuristic sci-fi time-travel drama set in the 2040s after a virus has wiped out much of Earth’s population. Based on the 1995 feature film of the same name, the show has been given a third season.
“In two short seasons, 12 Monkeys has become a cult favourite series,” said Chris McCumber, president of entertainment networks at Syfy parent NBCUniversal Cable Entertainment. “The team has brought to life a rich world not confined by boundaries of time, with multi-dimensional characters whose motivations for saving the world are deeply personal and intensely relatable. It’s exactly the type of smart, on-the-edge-of-your-seat entertainment we want.”
That eulogy comes despite the fact the show’s ratings have been pretty modest for season two. After averaging 795,000 for season one, the follow-up batch of 10 episodes evened out at 393,000. Although season two seems to have had a pretty stable audience across its run, that figure places 12 Monkeys at the low end of Syfy’s scripted dramas in terms of its audience.
While the impassioned nature of the show’s fanbase may be a reason for 12 Monkeys’ renewal, another explanation could be that Syfy is undergoing heavy schedule maintenance.
A lot of shows have ended or been cancelled recently, so it may be that the channel is looking for a few stopgaps while newer shows such as The Magicians, Killjoys and Dark Matter have a chance to build. No current Syfy show has got past season two.
Elsewhere, we have reported in the past on the ratings success of The Durrells in the UK, and now the show is proving to be popular with international broadcasters.
Distributor BBC Worldwide says it has sold the show to such channels as Iceland’s UTV, Australia’s Seven Network, New Zealand’s Sky, Estonia’s ETV, Finland’s YLE, Latvian Television, Denmark’s TV2 and BBC First in the Middle East and Benelux. This follows previous deals with SVT in Sweden and OTE in Greece.
Written by Simon Nye and produced by Sid Gentle Films, The Durrells is based on Gerald Durrell’s autobiographical books about his family’s life on the Greek island of Corfu in the 1930s.
Still in the world of distribution, Amazon Prime Video has picked up the rights to Steven Soderbergh drama The Girlfriend Experience for the UK, Germany, Austria and Japan. The 13-part series, which stars Elvis Presley’s granddaughter Riley Keough, airs on Starz in the US and is based on Soderbergh’s 2009 film of the same name.
The show hasn’t scored especially well on IMDb, which is probably down to its level of sexual content, which polarises audiences (it’s about a female law student who becomes an escort – another polarising factor for audiences). But it has its fans, who tend to focus on the excellence of the acting and craft.
The bottom line on this show is that it has undoubtedly found the perfect home in the rarified world of SVoD streaming.
Finally, an update on how BBC2 in the UK is doing it terms of drama – according to BARB ratings. Peaky Blinders signed off in mid-June with an audience of 2.27 million, meaning that it was pretty stable throughout the back end of its third season.
The show overlapped slightly with the launch of acquired drama Versailles, which is still running. The Louis XIV period piece debuted with 2.73 million but had slipped to around the two million mark at the time of writing. This, however, is still stronger than The People v OJ Simpson: American Crime Story, which finished its run in April on around 1.85 million.
Last year, Wolf Hall brought the channel 3.8-4 million viewers per episode, while Banished wrapped up with 2.8 million for its final episode. All of which suggests the channel’s upmarket audience has a penchant for offbeat period drama, rather than the kind of contemporary show represented by American Crime Story. Outlander would be a good fit were it not streaming on Amazon in the UK.
tagged in: 12 Monkeys, Amazon, AMC, BBC Worldwide, BBC2, Charlie Collier, Chris McCumber, Consumer 360, NBCUniversal Cable Entertainment, Netflix, Nielsen, Orange is the New Black, Peaky Blinders, Preacher, SyFy, The Durrells, The Girlfriend Experience