Network Spotlight: Viewership Trends for NBC

We looked at viewer trends across some of NBC’s major shows using insights from Inscape, the TV data company with glass-level insights from a panel of more than 11 million smart TVs, including show crossover and season-over-season crossover.

First, a look at the percent of crossover among five of NBC’s hit series: The VoiceThis Is UsManifestChicago Fire and New Amsterdam. A note about methodology: You have to do more than just flip past a station with your remote to count as a “crossover viewer” in Inscape’s system. For the data below, the minimum viewing threshold is ten minutes. 

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Some highlights:

-- The Voice had the highest crossover rate for all of the shows

-- At the high end of crossover: 56% of New Amsterdam viewers tuned into The Voice; 55% of them watched This Is Us

-- At the low end: Manifest lagged in general, with only 20% of The Voice fans tuning into it, and it only captured 23% of This Is Us watchers

Speaking of The Voice, this popular reality singing show has been an NBC stalwart for years, so we took a look at its audience loyalty, with a season-over-season crossover analysis. Of the fans who watched season 15 of The Voice (Sept. 24 through Dec. 18, 2018), 56% of them came back for season 16 this spring, and 60% of season 16 viewers had also watched season 15. It’s reasonable to expect similar rates of crossover for the upcoming seventeenth season, set to premiere on Sept. 23. 

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Even more impressive is a look at the loyalty from This Is Us viewers: 51% who watched season two came back for season three, and 51% who watched season three had also tuned into season two. 

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Looking at Chicago Med, 43% of season three viewers tuned into season four, and 44% of season four viewers had watched season three. 

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