Rapid Insights: ‘Adults’ Uncovers What Gen Z Really Wants in a Comedy
FX has just premiered a fresh new ensemble comedy series that serves as a coming-of-age reflection for Gen Z, and the show has already picked up considerable buzz. From executive producer Nick Kroll, the show follows a group of twenty-something roommates in Queens, New York, as they struggle with the responsibilities and expectations of modern adulthood.
Here’s what you need to know about Adults:
Vault AI uses index scores to describe the impact a given story/theme/element will have on specific KPIs:
≤79 Disappointing 80-89 Challenging 90-109 Average 110-119 Promising 120+ Outstanding
Who’s tuning in for this sharp new comedy?
For the FX cable broadcast, we’re seeing an audience that’s gender-balanced (52% men / 48% women) and heavily aged 35+ (74%). Gen Z twenty-somethings–the show’s ostensible target–are largely watching instead via the FX on Hulu streaming release, which boasts a heavier chunk of <30s (48%) and leans male (56%). Adults is, unsurprisingly, attracting a younger viewership than many of FX’s previous edgy comedies (You’re the Worst, Archer, Baskets, Better Things, Atlanta, Mr Inbetween, and even the teen-focused Reservation Dogs).
What’s the show’s biggest draw?
Its wide-ranging comedy. Adults focuses a sharp lens on the boundless, exhilarating, and often overwhelming period of growth and exploration that makes up modern young adulthood, and its moments of relatable hilarity are driving both the show’s ratings and bingeability. From raunchiness (Sexual Humor, 143) and mature punchlines (Adult Humor, 141) to dry wit (Sarcastic Humor, 136), sweet awkwardness (Awkward & Funny Moments, 121), and goofy immaturity (Arrested Development, 129), the series leverages comedy of all types to effectively portray its characters’ attempts at growing up.
What type of viewing experience is capturing audiences?
The ups and downs of emotional growth. Viewers are watching to experience (and laugh along with) the familiar triumphs and disappointments of life as a young twenty-something, and the show’s emotional gamut–everything from Disgust (123), Terror (120), and Aggressiveness (115) to Surprise (115), Grief (112), and Awe (111)–is helping to pull them in and keep them engaged.
How is the series’ level of online chatter?
Strong. With last week’s full-season release on Hulu, the show shot to the top of our social buzz meter (maxing it out at 160) and continues to remain there, an early harbinger of a promising run. Viewers are texting and tweeting about the characters’ deep friendships as well as the relatable challenges they face in getting their feet on the ground as adults (Struggling, 113).
What will help push Adults into a second season?
Its core Friendships (136). The show focuses on five tightknit roommates and their mutual support and dependence, and the bond between them forms the series’ beating heart. As they navigate the adult world together, their Multiple Storylines (125) and individual Journeys of Self Discovery (119) will keep the show’s story engine churning for seasons to come.
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