August 25, 2022
Samba TV upped its U.S. household viewership tally for the premiere episode of new HBO and HBO Max series “House of the Dragon” when factoring in the live-plus-three-day access window (L+3).
Samba said 4.8 million U.S. households watched the “House of the Dragon” premiere on HBO and HBO Max. For context, 2.6 million U.S. households watched the premiere in its first 6 hours, meaning that the majority of viewership (54%) occurred during that time.
By comparison, 2.9 million U.S. households watched the “Stranger Things” season four premiere on Netflix in the L+3 window. About 42% of the streaming pioneer’s L+3 viewership occurred within the day it was released, indicating that more households were interested in watching “House of the Dragon” immediately, which Samba attributed to the show’s availability on HBO pay-TV channel and streaming.
“‘House of the Dragon’s’ premiere proved Sunday nights are still sacred for ‘Game of Thrones’ fans, whether it’s 2011 or 2022,” Dallas Lawrence, SVP of Samba TV, said in a statement.
Lawrence said the premiere episode’s concurrent release on HBO and HBO Max drove strong appointment viewing as pent-up demand for “Game of Thrones” content drove more than half of all viewers to watch the premiere episode within the first six hours of its initial release.
“The positive buzz from the initial premier helped boost overall viewership,” Lawrence said.