Netflix: When shows will return and how big is the audience?
When will 'Unbreakable Kimmy Schmidt' and 'Orange Is the New Black' return? And how many people will be watching those Netflix shows? It's a trade secret.聽
When will 'Unbreakable Kimmy Schmidt' and 'Orange Is the New Black' return? And how many people will be watching those Netflix shows? It's a trade secret.聽
Netflix fans want to know when they can expect their favorite shows to appear. But at the Television Critics Association winter press tour,聽the industry buzz was about just how big the audiences are for Netflix shows. 聽
First, the fans. The superhero program 鈥淛essica Jones鈥 and the comedy 鈥淯nbreakable Kimmy Schmidt鈥 have been renewed for second and third seasons, respectively. And fans can look forward to the聽"Kimmy" premiere on April 13, while "Grace and Frankie" will air on May 6 and "Orange" returns on June 17.聽
But how many will be watching?
In contrast to broadcast and cable networks, which make public how many viewers tuned in to a certain program, Netflix famously does not give out data about how many of their subscribers watch a certain program.聽
Those at Netflix have occasionally provided glimpses into the success of their programming, as when Netflix revealed in 2013 that 鈥淥range Is the New Black鈥 was the service鈥檚 most popular program ever at that point in time.
But Netflix audience numbers are never given and TV rivals may be frustrated. Earlier in this year's TCA press tour, Ted Wurtzel,聽NBC鈥檚 president of research and media development, presented research that Wurtzel said revealed how many people actually watched Netflix shows. Wurtzel provided numbers, including that more than 4 million viewers watch 鈥淛essica Jones.鈥澛
Others have complained about Netflix not sharing data before.聽FX Networks CEO John Landgraf said during this same TCA press tour, "I think it鈥檚 ridiculous that we don鈥檛 have usage numbers from Netflix."
But Netflix says the ratings shared by NBC aren鈥檛 correct. 鈥淕iven what is really remarkably inaccurate data, I hope they didn't spend any money on it,鈥 Netflix Chief Content Officer Ted Sarandos said.
Why do broadcast and cable networks share ratings? If a show is getting higher ratings, it can garner more ad revenue. Netflix doesn鈥檛 run ads, so audience size per show doesn鈥檛 figure into their business model in the same way.聽
But even cable networks like HBO, which also has viewers pay to access them, are tracked by Nielsen.聽
With a broadcast show in particular, ratings are analyzed immediately and the ratings are a large part of how those outside a show perceive whether it鈥檚 a hit or not. With a Netflix program, people only know how critics responded or how much their friends are talking about it.
What does Sarandos say about viewership for Netflix鈥檚 programs? 鈥淚f we were spending a lot of money on shows people weren鈥檛 watching, they鈥檇 cancel," he said. "Unlike any of the other companies presenting here, you can cancel Netflix with one click.鈥澛
One benefit that not revealing ratings may give Netflix? There's less pressure about viewership. Sarandos himself said at one point of announcing ratings, 鈥淚t puts a lot of performance pressure on shows that otherwise will be great shows over time and you try to do things to manipulate.鈥澛
Don鈥檛 expect the discussion to end here. Broadcast and cable networks are no doubt not pleased that Netflix doesn鈥檛 have to reveal the same information as they do, especially as every TV network and streaming service is fighting for viewers' attention in a TV world that's full of options.