Author: Zachary Kennedy

Rapid Insights: 2021 Wrap Up

With the year nearly over and many new shows on the horizon, Vault wanted to take a look back on the most successful series of 2021 and highlight a few key trends! Here’s what we were able to find using StoryGuide:

The Marvel(ous) Revolution That Changed Streaming:

In early 2021, the Marvel TV universe exploded onto Disney+ beginning with WandaVision, Falcon and the Winter Soldier, and Loki, helping to drive the streamer’s exponential rise. With these new series tied directly to the franchise’s cinematic world (much more so than pre-2021 forebearers like Daredevil, Luke Cage, and Legion), it’s no surprise that their Marvel Universe connection is even more crucial to their bingeability and ratings. And thanks to the Stylized Action & Violence and Distinctly Realized Worlds that elevate their superhero trappings, StoryGuide predicts that they will have long and successful runs.
International Sensations Landed in the USA:

Netflix’s heavy investment in global content reaped significant rewards this year, with huge international hits successfully translating to domestic audiences. Korea’s Squid Game and Mexico’s Who Killed Sara? made a massive splash, and new seasons of Spain’s Money Heist and France’s Lupin landed in the US top 10 as well. The crime thriller genre, especially with elements of action and mystery, helped these titles transcend borders and languages—viewers in every country love excitement—and drivers like Murder Mystery and Criminal Investigation contribute to their longevity around the world.
Families Brought Humor in Dark Times:

In Year Two of the COVID pandemic, audiences turned toward a succession of comedies and satires to make them laugh and help them cope, and family emerged as a prominent theme. From the pitch-black send-up of a toxic sitcom marriage to the wholesomely upbeat vibes of a found-family pro soccer team, viewers wanted to spend time with relationships outside of their own, and though humor remained a core part of the attraction, it was the ups and downs of the characters’ interpersonal dramas that kept them hooked.
New Dramas Offered Unique American Perspectives:

As part of a larger trend toward drama, 2021 introduced several groundbreaking new series that offered a glimpse into the lives of struggling working class protagonists across the country, from a small Pennsylvania town dealing with murder to a group of Indigenous teens in rural Oklahoma. Unlike the 2020 which premiered dramas with more affluent and traditionally educated characters (The Great, Queen’s Gambit, Little Fires), each painted a compellingly specific portrait of time and place, and their rich depictions of unique family and friend relationships—dysfunctional and supportive alike—served to drive interest for viewers curious to spend time in their unfamiliar settings.
Reboots and Remakes Continued to Make a Splash:

This past year also ramped up the decades-long trend of remaking and rebooting successful IP. Audiences were treated to updated versions of older series (The Equalizer, Fantasy Island, The Wonder Years, and Gossip Girl), a new Law & Order: SVU spin-off with a familiar lead, and same-cast continuations of two shows (Dexter and Sex and the City) that never left the cultural zeitgeist. Likely thanks to their older source material, all of these series—with the notable exception of the teen-heavy Gossip Girl—skew heavily toward viewers 35+, but interestingly, the IP Extension is a top ratings driver only for Dexter (other aspects draw viewers to the remaining shows).
Unscripted Felt a Bit Warmer:

Many of the new reality series introduced in 2021 leaned into a sense of positivity and a more enlightened reimagining of past unscripted tropes. This is in comparison to 2020’s more cut-throat shows like Tiger King and Too Hot to Handle. Indeed, The Challenge: All Stars spin-off highlighted Teamwork, Bravery, and Friendships, while shows like The Hype centered around Creativity and Charisma & Confidence. Married at First Sight: Unmatchables gave previously unsuccessful contestants a second chance at Love, Bling Empire brought us a new cultural perspective of wealthy Asians and Asian-Americans, while FBoy Island finally put the power in the women’s hands in a Bachelor-like set-up.

Why did this particular video game-based series blow up?
It brings in a broader audience. Unlike similar animated shows like Dota: Dragon’s Blood and Resident Evil: Infinite Darkness that skew heavily to older men, Arcane’s two badass female protagonists and focus on character growth engage more women (41% female).

How did Netflix’s drawn-out release strategy impact the show?
It helped maintain strong social buzz. Releasing three episodes weekly has kept the series at the top of the conversation rankings longer than other late-2021 Netflix shows with a full season drop, such as Clickbait, You, and Outer Banks.

Does Arcane succeed in developing multi-dimensional characters?
Unquestionably. Vi’s grief and Heroism (126) in the face of her Missing Loved One (149)–sister Jinx has crossed over to the dark side–and their ongoing clashes of good vs. evil are keeping viewers glued to their seats.

Why has Arcane performed so well internationally?
Universal concepts layered onto action. Vi’s heroic determination is the biggest rating driver abroad; beyond that, themes of family resonate in Europe and LatAm (e.g. UK, Spain, and Mexico), while the battle between good and evil stands out for Asia (e.g. Japan and South Korea).

Does its video game origins help or hurt the show’s accessibility?
Help, but only in support of a bigger story. Arcane’s IP Extension (116) is an important component of its bingeability and ratings, but the series’ lasting success hangs on the complicated Family Relationships (127)  coupled with the Stylized Action & Violence (109) of its state-of-the-art CGI.

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Rapid Insights: Dexter: Still Killing It

Picking up ten years after the serial killer drama’s original finale, Showtime’s new Dexter revival premiered to strong ratings and set a streaming record for the channel. Here’s what you need to know about Dexter: New Blood:

Has the audience changed since the show’s first incarnation?
No. Viewers for New Blood tend to be older women (56% female / 83% 35+), a near-perfect reflection of the original as well as similar murder dramas Bates Motel and Hannibal.

What is the impact of Dexter’s move from Miami to a small town in New York?
Increased bingeability. Watching Dexter try to hide within Small Town Life (126) instead of the big city’s anonymity ups the stakes and suspense and keeps viewers coming back for more.

How important are New Blood’s ties to the original version of the show?
Crucial. The revival’s longevity depends on its IP Extension (129), and the inclusion of sister Deb, son Harrison, and Dexter’s Dark Passenger from the earlier series make New Blood feel more like a continuation than a reboot.

Has Dexter’s evolution influenced why viewers keep watching?
Yes. While the character remains key for bingeability, audiences originally cheered him on as an identifiable Antihero (123); now, they’re intrigued to see how his Mysterious Background (141) is revealed.

What does New Blood bring to the table for brand new viewers?
A more ominous tone. Where Dexter often leaned into its crime procedural elements (reading as Crime (133) and Mystery (130)), New Blood takes more risks with the genre, deepening its air of foreboding (and landing instead as Horror (137) and Mystery (128)).

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How did a seemingly niche western gain such a broad audience?
Streaming pulled in brand new viewers. Much like Breaking Bad before it, Yellowstone’s past season availability on Peacock attracted a much younger, more male audience (58% male / 60% <45) that’s now feeding into its new-season cable-only broadcast.

What makes Yellowstone so universally appealing?
It spans genres. It isn’t just a Western (157) with high stakes and Action (120), it also showcases the soapy family dynamics of a heightened Drama (123) and is topped with a dose of History (127).

Which early elements have helped drive the show’s explosive growth?
Its rich portrayal of the affluent Dutton family. Similar to other familial dynasty series like Succession, Dynasty, and Bloodline, the generational Tension (144) and Wealthy Lifestyles (114) arising from the Family Working Together (148) to run their core business are key drivers of longevity.

How does Yellowstone’s family patriarch differ from Succession’s?
They have opposite motivations. Kevin Costner’s Rancher John Dutton protects his family at the expense of business (driven by Idealism (160)), while Succession’s Logan Roy protects business at the expense of family (aiming for power and Social Status (159)).

How can the upcoming prequel series 1883 leverage Yellowstone’s success?
By keeping the same core ratings drivers: revenge and family. Bringing the original’s crucial sense of Family Tension (144) and the driving force of Revenge (125) into the past should help keep viewers coming back.

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Do ghosts shift Ghosts’ audience from the typical sitcom viewer?
No. Ghosts appeals most strongly to older women (54% female / 76% 35+), the same demographic that leans into traditional multi-camera comedies like Mom, United States of Al, and The Connors.

Which characters are the most important to Ghosts’ success?
All of them. The crux of the show is its hilarious culture clash, both between humans and ghosts and between ghosts of different historical eras. The Team Dynamics (126) of opposing spirit personalities Living Together (137) with humans drive both ratings and longevity.

What emotional dynamic is really firing up the audience?
The push-pull of Love (137) and Annoyance (126). The ambivalence towards the ghostly squatters both heightens the comedy and makes for a feel-good viewing experience.

How important are the supernatural elements?
They drive social buzz. The Haunted House (120) setting has a very strong impact on word-of-mouth, but viewers mostly tune in for the show’s more relatable human aspects.

Does the quirky humor of the original series translate for Americans?
Not without some changes. The show’s IP Extension (110) is somewhat important for bingeability, but it’s the story-based group dynamics of the remake that generate the comedy and thus drive ratings and longevity in the US.

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Producer Curtis “50 Cent” Jackson’s latest Starz series has been making waves as of late, both from its success as a spiritual heir to Power and from the sudden early leak of episode 7. The show depicts the true story of two brothers who rose from poverty by creating one of America’s most influential crime families.

Here’s what you need to know about BMF:

What makes BMF’s audience unique?
It’s skewing a bit younger. Thanks to the show’s heavy focus on a teenaged Meech and Terry, BMF lands more solidly with that group (53% male, 21% <30) than similar urban dramas Snowfall, Power, and The Chi.

Is its violent depiction of the 1980s a draw?
Yes. The show’s Late 80s (115) period setting is a key driver for bingeability, and its portrayal of the era’s gang warfare and Gun Violence (116) tees up a suspenseful throughline that will help carry it to Season 2.

Which drives viewership in BMF, the M(afia) or the F(amily)?
It’s the combination. The Flenory brothers’ homemade Crime Family (119) and tunnel-vision Focus on Business (114) together provide the narrative engine that will help sustain the show for the long haul.

How does the show benefit from its associations with big-name music artists?
They help boost ratings. 50 Cent’s name in the production credits and recurring appearances from the likes of Snoop Dogg and Eminem not only attract buzz, but they also legitimize BMF’s close ties to the hip hop Music Industry (123).

Is the show’s focus on its Black protagonists effective?
Absolutely. The perspectives of the Flenory brothers and their Black Mafia Family highlight extremely topical Racial Issues (126) from an African-American POV (156). These drivers are just as crucial for BMF as for other recent Black-focused series (like The Underground Railroad, Watchmen, Atlanta, and The Wonder Years).

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Is Succession’s audience in line with other satirical wealthy family dramas?
It skews more male. Succession’s viewership (57% male, 68% 35+) is nearly identical to Billions, but both are odd-men-out compared to other popular shows about generational dysfunction: Dynasty, The Righteous Gemstones, and Empire all have greater female appeal.

Is Season 3’s social tracking in line with Season 1’s?
It’s higher. The show’s buzz has grown since its 2018 premiere, and the social discussion around S3 so far puts it on track to outpace both prior seasons.

How does Succession effectively walk the line between comedy and drama?
The Twisted Family Dynamics (Drama: 141, Comedy: 121). The show’s sibling rivalries, toxic father-child relationships, and incestuous business dealings both amp up the stakes and add a layer of pitch-black humor.

What are the risks of Logan being pushed out and losing connection to his kids?
It may dampen engagement. The kids’ push-pull interplay with the family patriarch brings up themes of Trust and Loyalty (120) and Betrayal (115), crucial in driving the show’s bingeability.

What’s Succession’s secret weapon?
The Strong Female Characters (123). It’s winner takes all at family conglomerate Waystar Royco, and the women in contention are just as power-hungry as the men. Viewers tuning in love to see them hold their own.

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.