Month: October 2021

Does Maid’s audience align with other popular dramas?
Yes, mostly so. Maid’s viewership (64% female, 62% 30+) is on par with Mare of Easttown, Sweetbitter, and Big Little Lies, though its themes of poverty and abuse bring in relatively more female 30+ viewers than its comps (43% vs. 39%).

How has word of mouth impacted Maid’s social tracking?
It has been hugely positive. Pre-release tracking didn’t show much in terms of online engagement. However, as word-of-mouth has spread since launch, Maid’s social tracking has progressively improved, reaching a new peak this week.

Is the mother-daughter relationship between the real-life mother and daughter actors particularly engaging?
Very much so. The Mother-Child Relationship (132) portrayed by Andie MacDowell and her daughter Margaret Qualley is essential to the story’s appeal.

Is a story of a young, destitute mother too much of a downer?
No, not at all. The themes of Motherhood (126) and Parenting Problems (124) are actually some of the top themes bringing in viewers.

Is the gritty portrayal of domestic work an asset to the series?
Certainly. Qualley’s portrayal of the personal and professional struggles of a Working Maid (143) and the fact that it’s Inspired by a True Story (114) are the main reasons why viewers find this portrait of the working poor particularly compelling.

What makes Squid Game’s audience unique?
Unlike traditional thrillers, Squid Game’s wide appeal skews younger (60% male, 60% Viewers 30+) as compared to other suspense-driven shows like Ozark, Mindhunter, and The Handmaid’s Tale.

Was Squid Game highly anticipated by consumers?
No. Like the French language hit Lupin, Squid Game’s pre-release social tracking was nothing special. But, once it launched, it spread like wildfire globally.

What makes the violent game show so bingeable?
Because it’s a twisted spectacle in which players have to win. Winning is the only chance that these desperate and morally corrupt players (111) can fix their train wrecked lives.

What is working internationally?
Like the US, focusing on the personal backstories and family dysfunction of the players resonates in Latin America (Mexico and Brazil). But in South Korea, viewers will be talking about the secret organization in control of the game.

What can Vault tell us about what will work in future seasons?
That it is OK to raise the stakes even further. The elimination game (110) and players that are embroiled in intensely personal, family dysfunction (143) will continue to connect with audiences into future seasons.

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