I've been trying to ferret out any inkling of how the show did last nite. Nothing so far, but here's an interesting article:
The company will measure this and its other originals a success if a large percentage of subscribers watch entire seasons, Hastings said. Research also will reveal whether non- members hear about the original programming and are more likely to subscribe, he said.
“What they’re really doing is going, ‘What are the genetics of the shows, the types of shows that people want to use our platform to watch,’” said Richard Greenfield, co-head of fundamental equity with BTIG LLC in New York.
Psst, Netflix: test a space opera series next.
Why Netflix is keeping its numbers to itself (at least for now):
But for now, at least, Netflix is refusing to play the all-American numbers game. In a letter to investors a few weeks ago, company CEO Reed Hastings dropped a pretty big hint about why, and it boils down to this: At least in the near-term, data on how many people stream House of Cards right after it goes up is meaningless. "Linear channels must aggregate a large audience at a given time of day and hope the show programmed will actually attract enough viewers despite this constraint," Hastings wrote. "With Netflix, members can enjoy a show anytime, and over time, we can effectively put the right show in front of members based on their viewing habits … For linear TV, the fixed number of prime-time slots mean that only shows that hit it big and fast survive ... In contrast, Internet TV is an environment where smaller or quirkier shows can prosper because they can find a big enough audience over time. In baseball terms, linear TV only scores with home runs. We score with home runs, too, but also with singles, doubles, and triples." It's not that Netflix doesn't care about how many people watch its original shows; it does, very much so. It just can happen over a much longer period of time. “If they like [a show] they watch more,” Netflix programming chief Ted Sarandos told the The Hollywood Reporter last year. “If they watch more, they will value the service more.” What separates Netflix from ABC or even AMC is that it truly doesn't care if that engagement takes place tomorrow night at ten or six months from now when you come down with a cold and decide to spend the day watching Kevin Spacey sneer at people.
I'm sure that at some point, if the numbers are good, Netflix will crow about it. But part of what they're learning is, what does good mean in this context? There will be a life cycle to a show like HoC, but whether it peaks in one week, one month or one year, nobody knows. And the type of show may have a big influence on that life cycle, so maybe they'll wait till they also have an original comedy and an original horror series to compare with.