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 Voice, This Is Us, Manifest, Chicago 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.
-- 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.
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.
Looking at Chicago Med, 43% of season three viewers tuned into season four, and 44% of season four viewers had watched season three.