Making a Murderer: a Netflix hit unlike any other
Netflix’s Making a Murderer debuted on Netflix in December 2015, and word spread almost immediately. By early January, people who hadn’t started the series would have felt left out.
Jumpshot, a marketing analytics company, looked at how Making a Murderer compared to other Netflix hits and found that the show peaked in weeks three and four following its release (whereas peak consumption for other Netflix hits is usually within the first three days following release).
Below, additional data via Jumpshot followed by an infographic:
- While the viewer base of Narcos and Master of None both declined by 55 percent between the first week and third week of release, Making a Murderer’s viewer base doubled in that same time frame.
- And while the user base of Narcos and Master of None declined by 25% between the first and second week of release, Making a Murderer's viewership increased by 21%. Making a Murderer is the only new Netflix Original researched with a daily viewer-base that increased over time.
- 12/20/15 – The beginning of public awareness with a pardon petition launched on at the White House
- 12/25/15 – The beginning of national press covering Steven Avery's case and the ramp up of viewership of the Netflix show.
In its third week (Jan 1- 7), there was a 63% increase in viewership from the week prior. During this time, articles detailing the series and the case of Steve Avery and Brendan Dassey flooded the news. Here are a couple of examples of the media coverage this show received:
- 1/2/15 – 1/5/16: "Free Steven Avery" pardon petition receives hundreds of thousands of signatures during the show's all-time high viewership.
- 1/5/16: Making a Murderer’s filmmakers Laura Ricciardi and Moira Demos, shared the news that an original juror on the Avery murder case told them he thought Avery was framed on Today and EW.
- Jumpshot also looked into inbound search traffic to Twitter from “Making a Murderer” search queries, and discovered that the search traffic was in line with the growth in viewership: traffic peaked on 1/6/16. The directors of the series hosted a live Twitter Q&A on 1/20/16, which resulted in a 50% week-over-week increase in search traffic.
- Nearly one fifth of the people that visited the Making a Murderer Wikipedia page in the first two months since the show release clicked through to Steven Avery's Wiki page.