Samba TV: ‘Sex and the City’ Spin-Off Series ‘And Just Like That’ Season Two Debut Viewership Plummets 59%

About 463,000 U.S. households streamed the June 22 second-season debut of Max original series, “And Just Like That …,” during the first four days (L+3D window), according to new data from Samba TV, which tracks viewership intel across 48 million connected televisions worldwide.

Another 404,000 households watched the second episode in the L+3D window featuring original “Sex and the City” cast members Sarah Jessica Parker, Cynthia Nixon and Kristin Davis, among others.

The initial season two viewership marked a 59% drop in households compared to the first season, which saw 1.1 million U.S. homes stream the first episode of “And Just Like That …” on Max  during the first four days. More than 852,000 homes watched the second episode on Max during the L+3D window.

The audience for season two skewed older, with households 45-54 over-indexing by the highest margin (+17%).

Cole Strain, VP of measurement products at Samba TV, said the drop in U.S. households suggests some audiences may have abandoned the spin-off series, while the hardcore fans remain.

“Excitement and nostalgia for the beloved franchise’s return resulted in more  than 1 million households viewing the new series’ inaugural episode,” Strain said in a statement.  “Many diehard [‘Sex and the City] fans are still driving viewership.”

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HBO Max: December Most-Streamed Month Since May 2020 Service Launch

December marked HBO Max’s most-viewed month since its launch in May 2020 in terms of hours viewed, due in part to a programming lineup that included originals shows “And Just Like That …” and “The Sex Lives of College Girls,” finales of HBO series “Succession,” “Curb Your Enthusiasm” and “Insecure,” and movies The Matrix Resurrections and King Richard.

December kicked off with the final episodes of “Sex Lives of College Girls,” which delivered a 76% jump in viewership from its series premiere. The half-hour comedy has proven to be a top performer ranking as the second-best start for a Max original comedy on the platform only behind “And Just Like That …” and No. 2 in the European Union and Latin America among Max original half-hour series.

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The “Sex in the City” relaunch continued its reign throughout the month as the No. 1 series on Max in the U.S., E.U. and Latin America since its release. The new chapter remains the best start for any series to-date on the platform and has been the top series every week since its debut. Viewership of its most recent episodes on Dec. 30 spiked nearly 20% from the week prior for its largest single-day audience since it debuted. The original series, “Sex and the City,” also saw viewership highs throughout December.

The finale of “Succession” delivered a series-high across all platforms with total viewing increasing 47% versus the season two finale, 21% from the season three premiere and 8% from the prior week’s episode.

The final two Warner Bros. Pictures films to debut on Max the same day as their theatrical premieres were The Matrix Resurrections and King Richard, both debuting to strong viewership. Resurrections closed out the month securing a top four spot among the studio’s day-and-date films for the year. It was the most-watched film overall on Max in December, boosting viewing to previous films in “The Matrix” franchise as well.

The momentum continued into the New Year with Daniel Radcliffe, Emma Watson and Rupert Grint appearing on the “Harry Potter 20th Anniversary: Return to Hogwarts,” the highly anticipated retrospective celebrating one of the top film franchises of all time.

The show debuted as the platform’s top title overall for the week in the U.S., E.U., and Latin America, despite only being available for two days. It had the second-best start of any special on Max, ranking only behind “Friends: The Reunion.” Additionally, new series “Harry Potter: Hogwarts Tournament of Houses” and the “Harry Potter” movies all experienced a strong halo effect from the arrival of the special, with the new competition series ranking 3rd among all series on Max over the weekend and all eight movies ranking among the Top 15 movies in the week and seeing double digit gains versus the prior week.