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State of the Screens

When ratings don’t define success, more TV series are staying on the air longer

By October 10, 2018No Comments
Staying power? 2017 was the first time in more than a decade where 50%+ of new shows were renewed for a second season versus the historical average of ≈ 70%.

Why is this happening? Other factors such as a networks’ ability to sell the shows overseas or to streaming platforms (Netflix, etc.) can keep a low rated show on the air.

Flashback: Netflix Eyeing Total of About 700 Original Series in 2018

Original scripted shows by year (% change YoY):
1) 2009–210
2) 2010–216 (↑ 3%)
3) 2011–266 (↑ 23%)
4) 2012–288 (↑ 8%)
5) 2013–349 (↑ 21%)
6) 2014–389 (↑ 12%)
7) 2015–422 (↑ 9%)
8) 2016–455 (↑ 8%)
9) 2017–487 (↑ 7%)
10) 2018P — 500+ (↑ 3%+)

More #1: 43% of Americans watch something on Netflix any given day, tying all of cable TV, according to a new study

More #2: In the TV war between Netflix and Amazon, each is leaning into different genres

More #3: Jeffrey Katzenberg, Meg Whitman Unveil Subscription for Short-Form Video Service

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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