Rapid Insights: Citadel – Where Espionage Meets Amnesia

Late next month, Amazon Prime Video will release the first entry in its new globe-spanning spy thriller universe developed by the Russo brothers. The franchise will center around an American ‘mothership’ series that explains the in-universe lore, with multiple local-language spin-offs in countries like India, Italy, and Mexico. The flagship show, already renewed for a second season, stars Richard Madden, Priyanka Chopra Jonas, and Stanley Tucci.

Here’s what you need to know about Citadel:

Who will be watching this landmark series?
Older men. We’re predicting that the audience will be mostly male (64%) and mostly aged 30+ (67%), unsurprising given Citadel’s action-heavy focus.  This profile actually skews more heavily male than similar spy thrillers Jack Ryan, The Terminal List, Reacher, and Treadstone, and falls closer to shooter-driven shows like Halo.

What will these viewers be tuning in to see?
The mission at hand. Spies Nadia and Mason band together (Teamwork, 133) as they Search for the Truth (111) about their missing pasts and Manticore’s mysterious rise, covering each other’s backs with their Lives in Danger (135) at every turn. Their present-day storyline is the top ratings driver.

What type of emotional experience will draw in viewers?
A nail-biting one. Audiences will lean in for Nadia and Mason’s heightened Fear (129) and Vigilance (111) as they slowly recall their shared past as well as their Anger (111) over what was done to them.

What will keep the audience engaged?
The Flashback Format (128). The show jumps between the spies’ past lives as active Citadel agents and their present memory-less state, and the high-stakes Citadel vs. Manticore battle (Good vs. Evil, 113) that plays out throughout this split timeframe will keep viewers hooked.

What will give the series momentum going into season two?
The spy lifestyle. The clandestine Dangerous Missions (128) encompassing far-flung International Locations (123) are top longevity drivers and will provide plenty of compelling story fodder, both for Citadel and its global spin-offs.

How will the Russo brothers’ signature style contribute to the show’s success?
By increasing both bingeability and longevity. The directors are known for their dynamic visual flair, with thrilling set pieces, energetic shots, and up-to-the-minute techniques (like TikTok-inspired camera angles), and their gloriously Stylized Action & Violence (125) showcased in Citadel will keep viewers watching.

How does the initial buzz look?
Very strong. Our social tracking spiked to 148 (out of a possible 160) after the teaser and 151 after the trailer drop, eclipsing the early campaign reactions to similar thrillers Reacher, The Terminal List, and season three of Jack Ryan. Given these series’ success (all three maxed out our social buzz meter upon release), it’s practically a given that Citadel will make a big splash when it lands in April.

Which aspect of the show will have the greatest international appeal?
The Secret Organizations. The top viewership driver around the world is the rivalry between Citadel and Manticore and the agencies’ intriguingly clandestine operations; this angle will help pull in a multi-country audience for Citadel and thus set up the local spin-offs for success.