Samba TV Data: HBO’s ‘House of the Dragon’ Year’s Most-Watched Premium Cable or Streaming Premiere

HBO’s “Game of Thrones” prequel series “House of the Dragon” had 2.6 million U.S. households tuning into the Aug. 21 premiere episode of its initial six hours of viewership on both traditional linear-TV viewing and streaming on HBO Max, according to data from Samba TV.

The series generated the highest viewership for any premium cable or streaming premiere in 2022, according to Samba TV. Indeed, the show exceeded the initial same-day viewership of Netflix’s tentpole series “Stranger Things” (1.2 million U.S. household viewers streaming in its first day), more than doubling same-day viewership for its season four premiere earlier this summer.

Higher-income households over-indexed to the episode, with the $125,000 to $150,000 group over-indexing by the highest margin (+23%), followed by the $200,000+ group (+21%).

Gen-Z (A20-24) and millennials (A25-34) both over-indexed in viewership by 4% and 1%, respectively.

“Die hard [‘Thrones’] fans eagerly anticipated more from the franchise, and they turned out in force,” Ashwin Navin, co-founder and CEO of Samba TV said in a statement.
Navin said the next challenge and opportunity for HBO in the coming weeks is to expand viewership beyond the passionate fan base, similar to what the second half of “Stranger Things” season four accomplished surpassing the audience of the first half.
“HBO must look to innovative marketing that drives incremental audience growth to break through today’s saturated content marketplace,” Navin said.

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