![]() ![]() “Our campaign will kick in at some point,” he laughed. That’s what we’re usually balancing is, when is the optimal time for messaging to start?” Bloys played coy when I asked if the Dragon effort would roar to life. ![]() “You don’t want to do it too late but you don’t want to do it too soon, so that you spend a lot of money telling everybody about something that doesn’t air for months and months, when hundreds of other shows are going to air in between. ➽ While Prime Video has already launched a massive marketing campaign for its new Lord of the Rings series, Bloys isn’t feeling any pressure to start beating the drums for Game of Thrones spinoff House of the Dragon. “When you’re talking about rolling out a show, timing is important,” he said. Among the other tidbits I gleaned from a quick ten-minute chat with Bloys: I talked to the HBO/HBO Max boss on Tuesday in conjunction with the platform’s appearance at the TV Critics Association virtual press tour. “I think Euphoria at this point has taken off into another stratosphere,” Bloys says. But once those DVR replays and HBO Max streams get tallied, the total audience explodes. The ratings company only tallied 254,000 same-day viewers for the show’s January 9 return this week’s episode notched 283,000 same-day viewers. That 5.1 million HBO reported for this Sunday’s episode will triple within the next few weeks as audiences catch up. Already, for example, last month’s season premiere is estimated to have been watched by a jaw-dropping 17 million viewers. You’d never guess that from the same-day numbers Nielsen reports. Eighty percent of Euphoria viewing is taking place on HBO Max.Įuphoria’s streaming skew explains why the overall audience for the show is much bigger than even the numbers HBO reports after episodes premiere each week. “Eighty percent of viewing is taking place on the platform,” he told me, noting that other HBO recent hits such as Mare of Easttown and White Lotus drew 50 and 60 percent of their audiences from Max, respectively. Given the show’s youthful skew, you’d expect a big chunk of Euphoria’s audience to come from streaming, but I have to admit I was a bit shocked when HBO/HBO Max content chief Casey Bloys this week told me just how much of the series audience comes from HBO Max. That number includes viewers who watch the show live on TV, record it via DVR, catch the same-day reruns on HBO, and, most importantly, stream it. How hot is Euphoria? HBO this week said that even airing opposite the Super Bowl, its edgy Gen-Z drama was able to attract a series-high 5.1 million viewers within a few hours of its premiere. This story also ran in Buffering, Vulture’s newsletter about the streaming industry. Photo-Illustration: Vulture Photo b y HBO
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