Rapid Insights: ‘Chief of War’ Spotlights Why Authentic Worlds Drive Binge Appeal

Who’s been tuning in for this exciting new period saga? 
We’re seeing an audience that tips only slightly toward men (53%) and heavily toward those aged 35+ (82%)–a much more gender-balanced profile than similar male-led, action-heavy epics. Previous shows like Vikings, Vikings: Valhalla, Rome, The Last Kingdom, Spartacus, Shōgun, and Frontier have tended to skew much more markedly toward men (56-68% on streaming) because of their violence and scenes of war. Chief of War may be bringing in more women thanks to its focus on tightknit community bonds within the Hawai‘ian kingdoms and a number of strong female secondary characters.

Why are viewers checking out this show? 
For its intensity and suspense. Chief of War follows reluctant warrior chief Kaʻiana (Jason Momoa) as he forges a brutal campaign to unite the warring kingdoms of Hawai‘i, Kaua‘i, Maui, and O‘ahu against an onslaught of invading white European colonizers. Though at heart a man of peace, Kaʻiana nevertheless steps up in his people’s time of need (Heroism, 118), putting his own Life in Danger (134) over and over to save the many, even as he longs to return to his tranquil family life (Lifestyle Change, 128). To accomplish his aims, the hero must carefully navigate rival factions, bloody power struggles, complicated inter-kingdom politics, life-or-death Scary Situations (160), and plenty of spears-vs-muskets Battle Action (141), all of which amp up the show’s excitement and stakes.

What’s keeping audiences hooked? 
Kaʻiana’s own Journey of Self Discovery (130). Early in Chief of War, Kaʻiana travels far from the Hawai‘ian Islands, accompanying a group of European sailors across the seas, visiting global trading posts, and learning English; when he discovers that his people are in danger from similar invaders, he finds himself uniquely suited to lead their defense. As he weighs stepping into an important position of Leadership (132), kicking off a major Power Struggle (122), and being forced to take stock of his allies (Trust & Loyalty, 128), the warrior must decide what role he will ultimately play in the struggle for the Islands’ future. The fact that Kaʻiana’s story is very authentically Based on Historical Events (125)–Kaʻiana was indeed a real person, and scenes with his people even use the Ōlelo Hawai‘i native language–makes his journey that much more compelling, and a crucial driver of bingeability.

What type of emotional experience is the show promising? 
A visceral one. A host of intense negative emotions are helping to drive ratings, as they perfectly capture the edge-of-your-seat tension that’s initially pulling viewers into the show: Aggressiveness (128), Anger (128), Fear (124), Surprise (120), Terror (117). Bingeability, on the other hand, is accompanied by a more mixed emotional response, as audiences react to the highs and lows of Kaʻiana’s story: Loathing (128) at the bloodthirsty colonizers, Awe (116) at his heroism, and a sense of acceptance and Submission (126) before the rising winds of great change that cannot be stopped.

How is the show’s social buzz? 
Very strong. The mid-July trailer drop caused an “outstanding”-level spike in online activity (peaking at 143) and early anticipation for the pilot started to build a week later, with our social buzz meter climbing steadily from “average” to “promising” to “outstanding” in advance of the show’s premiere. Apple’s release of the first two episodes on August 1 cemented its buzzworthiness, maxing out our meter (at 160) and remaining there ever since. Viewers are posting and tweeting about the show’s authentic portrayal of the Hawai‘ian people (A Subculture Up Close, 118), their traditions, and their communities (Family Legacy, 116) as well as about chief Kaʻiana’s own story and struggles.