×
You will be redirected back to your article in seconds

TV Ratings: Amazon’s ‘Transparent’ Lags Behind Netflix, Hulu Shows (EXCLUSIVE)

With its Emmys, critical acclaim and role in making transgender rights a mainstream social issue, “Transparent” is by all accounts a hit — the standard-bearer for Amazon Studios’ original-series efforts. But Amazon, like competitors Netflix and Hulu, doesn’t release viewership information. So what’s been unknown since “Transparent” premiered in 2014 is whether the show is also a hit in the most fundamental sense — how many people watch.

It’s not.

In ratings provided exclusively to Variety by the measurement company Symphony Advanced Media, “Transparent” falls short of other original streaming series on Netflix and Hulu, and even some of its fellow Amazon shows.

Looking at Sept. 21 to May 2 — roughly the same period as the broadcast TV season — Symphony measured viewership of Amazon, Hulu and Netflix originals within 35 days of their premieres. “Transparent” season two averaged a 0.68 rating among adults 18-49 and 1.49 million total adult viewers.

That places “Transparent” on a much different, much lower plane than the one occupied by that highest-rated streaming series that Symphony measured: Netflix’s “Fuller House.” The ’90s sitcom revival averaged an 11.31 demo rating and 21.51 million total adults.

Among the other half-hour streaming originals that out-rated “Transparent” were Netflix’s “The Ranch” (4.34, 9.54 million); “F is for Family” (3.47, 7.01 million); “Master of None” (3.28, 5.85 million); “Love” (2.18, 4.09 million); “Flaked” (0.97, 2.07 million); and “With Bob & David” (1.04, 1.98 million); as well as Hulu’s “The Mindy Project (0.88, 1.63 million).

“Transparent” was also outperformed by Amazon’s highest rated original series, “The Man in the High Castle,” which averaged a 1.42 demo rating and 3.44 million total adults.

More surprising, “Transparent” barely edges out fellow Amazon half-hour “Catastrophe” (0.44, 1.27 million) in live-plus-35. When the measurement window is shortened, “Catastrophe” comes out ahead in total adult viewers. Within seven days of premiere — live-plus-seven, which Nielsen now treats as the standard for television-series measurement — “Catastrophe” averaged 755,000 total adults compared to 612,000 for “Transparent.” (Symphony did not measure Amazon’s other half-hour series, “Red Oaks” and “Mozart in the Jungle.”)

Using live-plus-seven, “Transparent” also comes up short against the top half-hour series on HBO. In Nielsen’s total-viewer counts, “Girls” (1.31 million), “Silicon Valley” (2.42 million) and “Veep” (1.53 million) yield audiences several times greater than those of “Transparent” — and that’s without including digital viewing from HBO Now and HBO Go.

An Amazon Studios spokesperson did not respond to a request for comment.

Most of the highest rated series that Symphony measures originated on Netflix, including “Making a Murderer” (9.65 demo rating and 19.35 million total adults in live-plus-35); “Daredevil” (6.03, 11.65 million); “Jessica Jones” (4.52, 9.30 million); and “House of Cards” (4.10, 9.05 million). That makes sense, given Netflix’s customer base. The service boasts 46 million U.S. subscribers compared to Hulu’s 12 million. Amazon doesn’t release subscription numbers for its Prime service. Consumer Intelligence Research Partners estimated last year that Amazon has 54 million Prime subscribers, but it’s unknown how many of those access original series, which serve as a supplement to the service’s principal function, providing free two-day shipping to shoppers.

But Hulu miniseries “11.22.63” does approach Netflix levels with a 2.53 demo rating and 5.31 million total adults. “The Path” (0.99, 2.05 million) also performed respectably — although live-plus-35 ratings for the most recent installments of it and “The Mindy Project,” both of which release episodes on a weekly basis, are not yet available.

And while most streaming series demonstrate similar growth to one another when moving from seven days to 35, two shows diverge from the norm. One is Netflix’s “Making a Murderer.” The documentary series grew total adult viewership 511% from live-plus-seven to live-plus-35. “Fuller House,” by comparison, grew only 59%.

That growth indicates that “Making a Murderer” benefited from strong word-of-mouth. The same may be true for “The Ranch.” The Netflix multi-camera comedy starring Ashton Kutcher grew 253% from live-plus-seven to the wider window — which for it was 32 days, due to the cut off date.

Symphony began in September tracking digital and television ratings. The company gathers data for its ratings through audio code recognition software that passively measures the viewing habits of a panel of more than 15,000 people.

More Digital

  • Cory-Haik-Vice

    Vice Media Hires Cory Haik, Former Mic Publisher, as Chief Digital Officer (EXCLUSIVE)

    Vice Media has recruited Cory Haik, former publisher of digital news start-up Mic, as chief digital officer to lead the youth-culture company’s global internet businesses. Haik will be based at Vice’s Brooklyn headquarters and report to CEO Nancy Dubuc. She most recently worked at Mic, which last fall laid off virtually its entire staff before [...]

  • Snapchat logos

    Porn Studio Starts Building X-Rated Snapchat Lenses, Encourages Users to Do the Same

    Adult entertainment company Naughty America wants to use augmented reality to get the word out about its paid services. The company has begun to make Snapchat lenses featuring some of its models, and is teaching its audience to do the same. Naughty America shared three such lenses on its website (link not safe for work) [...]

  • New, Likely Cheaper Galaxy Home Speaker

    Samsung Is Getting Ready to Introduce Second Smart Speaker

    Samsung still isn’t selling its Galaxy Home smart speaker, but the company may be getting ready to introduce a second model soon: An FCC filing for an “AI speaker” suggests that the new model, like the original Galaxy Home, will be dual-branded, featuring both Samsung’s own brand name as well as that of its audio [...]

  • Streaming Placeholder

    TikTok Owner Preparing Streaming Service to Rival Spotify (Report)

    ByteDance, the Beijing-based owner of the TikTok video app, is developing a paid streaming music service aimed at the same emerging markets that Spotify and Apple are seeking to explore, according to a report in Bloomberg. The app could be introduced as early as autumn, according to the report, which adds that the company has [...]

  • VidCon-Now-Stacey-Kelly

    VidCon Launches First Original Series to Promote Creators Year-Round

    VidCon brings together thousands of fervent fans at its annual conventions, who flock to the events to see their favorite YouTubers and other digital celebs in the flesh. Now the Viacom-owned division is trying to keep the excitement burning during the VidCon off-season, too. This week VidCon is launching its first foray into original content [...]

  • Stranger Things

    Coca-Cola Will Revive New Coke in Alliance With Netflix, 'Stranger Things'

    A rush of TV watchers to streaming video has prompted Coca-Cola to test an interesting pour. Coca-Cola will bring New Coke back to market for a brief time, all part of a partnership with Netflix, which has featured Coke in its cult-favorite series “Stranger Things.” The third season of the series, set in 1985, will [...]

More From Our Brands

Access exclusive content