With all the talk about OTT and TV Everywhere, it’s sometimes easy to forget why – outside of pure linear ratings – networks love cable companies. So let’s look at how Empire performed this season on Comcast’s Xfinity on Demand (XOD):
- The premiere episode of the series was viewed more than 3.5 million times on XOD
- In total, Empire episodes were viewed nearly 23 million times on XOD
- In Comcast households, the season finale drew nearly one million views on XOD within the first three days – this is extremely important for ad revenue, commanding higher rates within a three-day window.
Think about it: one million people watched Empire on Xfinity on Demand within the first week of the premiere, and another 2.5 million people watched the premiere episode after. In the past, those 3.5 million people would have had to have waited until after the season to catch up on DVD. Now, even if viewers are four or five episodes behind, they can engage in mini binge-watching sessions in-season, watching the show during the live airing of the sixth or seventh episode.
These numbers are not trivial (just ask the producers of Gotham). They represent a true value-add for cable subscribers, a boost for networks, and additional reach for advertisers.
