Rapid Insights: ‘The Waterfront’ Reveals the Trick to Masking Gritty Drama as Soap

Which of the show’s two genres is most influencing its appeal? 
Moral crime drama. We’re seeing a gender-balanced audience (50% men) of those 30+ (80%)–a much closer match for the world of anti-hero crime thrillers than soapy family melodramas. Shows like Ozark, Yellowstone and Animal Kingdom all maintain a similar gender balance, while series that lean more into tumultuous, twist-filled family relationships (Revenge, Nashville, This Is Us, Bloodline, A Million Little Things, and even the creator’s own Dawson’s Creek and The Vampire Diaries) all appeal more heavily to women.

Are these crime-based elements propelling the show’s ratings? 
Absolutely. The show’s top five ratings drivers all center around the affluent Buckley family’s descent into organized crime (Criminal Organization, 160; Crime Family, 146) as they attempt to save their one-proud empire from spiraling into decay. Outwardly respected business moguls whose family has dominated the North Carolina fishing industry for generations, the current crop of Buckleys will do anything to preserve this at-risk legacy, turning to High Stakes (136) smuggling, Drug Dealing (134), and worse for ever-higher and riskier payouts (Avarice & Greed, 128) as fishing becomes increasingly unreliable as a source of wealth. The Waterfront joins similar gritty crime dramas (e.g. MobLand, Peaky Blinders) in leaning on its less-than-legal underworld elements to pull in audiences.

Where does the family drama piece come in? 
It inspires bingeability. While viewers may be tuning in for the Buckleys’ fledgling criminal empire, they’re staying glued to their screens for the family’s interpersonal clashes, toxic melodramas, deep-seated Marital Problems (125), and soapy Family Legacy (112). The secrets of this toughened, hardened clan (Tough Guys, 151) provide plenty of fodder for relationship twists and turns throughout the show’s first season, especially in the wake of their Life Changing Decision (116) to become involved in crime. The binge-driving emotional experience of Surprise (119) is also gripping audiences, who are eager to see the storyline zig and zag.

How is the show’s social buzz? 
Very impressive. For the first four weeks of its release, The Waterfront held a consistent (160) on our social buzz meter, maxing out our top measured level of chatter for a length of time exceeding most comps. While online activity has since dipped very slightly, it’s still hanging out near the top of “outstanding” territory at (150), promising continued buzz for weeks to come. The star-studded crime thriller MobLand saw a similar streak of social virality after its release back in March.

What will help propel The Waterfront into a second season? 
The chance the Buckleys will get caught. Among the show’s many secondary characters is a DEA agent sniffing around the family’s drug smuggling, and, along with the stresses inherent in Working with Family (117) on such an illegal enterprise, the potential for a Criminal Investigation (114) with Emotions Running High (114) will help maintain the suspense and stakes across future seasons.

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