Netflix Calls NBC's JESSICA JONES Viewership Numbers Remarkably Inaccurate

Netflix Calls NBC's JESSICA JONES Viewership Numbers Remarkably Inaccurate

"Given what is really remarkably inaccurate data, I hope they didn't spend any money on it." That's Netflix's chief content officer responding to NBC's previous report of Netflix's viewership numbers. "Why would NBC use their slot to talk about our ratings?"

By MarkJulian - Jan 18, 2016 06:01 AM EST
Filed Under: Jessica Jones
Netflix had its turn at the Winter TCA press tour and of course responded to NBC's claim that the streaming platforms viewership numbers are pretty low in comparison to some of network television's prime time dramas.  Netflix chief content officer Ted Sarandos stated, "Given what is really remarkably inaccurate data, I hope they didn't spend any money on it."  In an even bigger burn, Sarandos added, "There's a couple mysteries at play for me. Why would NBC use their lunch slot to talk about our ratings? Maybe because it's more fun than talking about NBC ratings. … The methodology doesn't reflect any sense of reality we keep track of."

Netflix simply doesn't track viewers and data the way a traditional network does.  They have a different business model.  Whether a monthly subscriber is 18 or 75 means very little to Netflix.  "I can't even tell you how many 18-49 users we have … we don't track them.  Those sample sets don't give you a lot of information when people are watching thousands of shows [on Netflix] around the world. Somewhere in the world, every second of every day, someone is pressing start on a Netflix original. … There is not an apples to apples comparison to Netflix watching and any Nielsen rating."
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TheDpool
TheDpool - 1/18/2016, 6:11 AM
Gonna pretend I know what this means....
slickrickdesigns
slickrickdesigns - 1/18/2016, 6:12 AM
BURNNNNN!

DiggedyDave
DiggedyDave - 1/18/2016, 6:12 AM
NBC lookin stupid and irrelevant at the moment.. Tack on my bitterness for how they handled Constantine and you got yourself a stew.
MrMartyMarvel
MrMartyMarvel - 1/18/2016, 6:15 AM
Ouch...

ScarletWarlock
ScarletWarlock - 1/18/2016, 6:15 AM
hmmmm, NBC can sometimes be courteous, I finished up the third season Hannibal, it has some of the bloodiest, most disturbing shit I've seen on T.V. Not too many networks would push the envelope like that. But then again, they're the ones responsible for it's cancellation, soooooo back to square on, I suppose....
ScarletWarlock
ScarletWarlock - 1/18/2016, 6:16 AM
oh wait, they're responsible for Constantine? Yeah, [frick] these dudes.
Battabing
Battabing - 1/18/2016, 6:31 AM
NBC was using the "audio atmosphere" from people's phones to measure what they were watching? How does that work?

In any case Netflix has come out and said that Orange is the New Black is their highest rated show.
XelCorp
XelCorp - 1/18/2016, 6:33 AM


Ooouuuhhh Burn NBC. Marvel Netflix be taking over ;)
DrReedRichards
DrReedRichards - 1/18/2016, 6:35 AM
I'm sorry, but could someone explain this to me? I really don't understand how NBC could have access to Netflix viewership ratings. Plus, I have to agree on the point being made about why they chose to talk about them in the first place. "Sick burn" or not, that's just plain unprofessional and childish.
NeoBaggins
NeoBaggins - 1/18/2016, 6:35 AM


Spock0Clock
Spock0Clock - 1/18/2016, 6:35 AM
Really profoundly dumb of NBC, but I'm sure they must have felt the need to swing for the fences like this against Netflix, so that speaks to some major desperation. When you consider that so much of their primetime is devoted to singing contests and procedural spin-offs, (and so frequently horrifically bad sitcoms), and their seemingly random strategic decisions like renewing old canceled shows like Heroes and passing on Kimmy Schmidt only to see it go to Netflix... well, it doesn't look like they know what they are doing.

In the comicbook realm, their total lack of synergistic connection to any name-brand publishers means that they can't even dream of a semi-movie-related or even solo universe of characters for their own. ABC (and Netflix, it seems) have a direct line into Marvel's properties for both access and production. CBS has a working relationship with WB that gives them a fairly open invitation to a big name like Supergirl. But NBC has... Heroes... A show that people mostly remember for being really good until it was really bad, and so completely off-brand that I challenge anyone to give any character's actual full name from the series from memory.

@DiggedyDave

Spock0Clock
Spock0Clock - 1/18/2016, 6:42 AM
I remember growing up and actually buying into the idea of an NBC family. It really appealed to me that they filmed the Nightly News, Conan, and SNL, all in the same building where executives that ran the network worked. But that's all pretty much dead now. 30 Rock was the swan song of that NBC.

At the very least, NBC's news division is probably still the best in the country as far as networks go. Last night's debate was actually professionally produced and relatively intelligent, compared to the amateur hours from ABC and CBS.
thor2273
thor2273 - 1/18/2016, 6:59 AM
"Why would NBC use their lunch slot to talk about our ratings? Maybe because it's more fun than talking about NBC ratings"

VileBlood
VileBlood - 1/18/2016, 7:04 AM
I can't believe these networks like NBC continue to rely on an outdated rating system. I agree with Netflix as to why on earth would NBC bother spending money to try and figure out the ratings for a Netflix show when we all know the ratings system is flawed and outdated? Netflix doesn't use this system so why is NBC trying to apply such a flawed system to Netflix? Its all very odd to me what NBC was hoping to accomplish with all this.
Spock0Clock
Spock0Clock - 1/18/2016, 7:12 AM
@GreekCreekGeek
I'm sorry, but could someone explain this to me? I really don't understand how NBC could have access to Netflix viewership ratings


They don't. NBC apparently hired a firm that created a sort of pseudo-Nielson system by having people put an app on their phone that reported their viewing habits based on the ambient music around that phone. They probably did it as a way to gauge viewing habits across the board, not just to try to judge Netflix's success.

Plus, I have to agree on the point being made about why they chose to talk about them in the first place. "Sick burn" or not, that's just plain unprofessional and childish.

Unfortunately "professional" and "childish" are not antonyms in this business. Just read any monthly ratings report from any network and this is precisely the tone they all have. "We're great, and look how much greater we are than these other guys!" "We won this particular niche market five out of the last seven times they used the bathroom!" It's really a soul crushingly petty business.

If you make appliances, you can grow your business in a lot of ways, including coming up with new appliances, new features to attract new customers, lower your price or offer new deals, or whatever. But TV networks can't really do anything like that. There are a limited number of eyeballs in the country and the cost of your product is only measured in your consumers' time. It's easy to say "make good shows", but honestly most people don't know how to do that, even people who made good shows before. It's a rough business.
DrReedRichards
DrReedRichards - 1/25/2016, 7:22 PM
@Spock0Clock - I don't know why I'm only seeing this resonse THIS late, but thanks for the explanation, mate. Sorry for not being able to respond earlier, but I'm practically new to this site as a user, and the new layout has not been very helpful either.
MarkJulian
MarkJulian - 1/18/2016, 7:18 AM
@Spock0Clock @GreekCreekGeek To be fair, they're at the TCA press tour where they get asked questions by a room full of critics and journalists. They're not really setting the agenda during their presentations.
MarkJulian
MarkJulian - 1/18/2016, 7:19 AM
@Stormkami Netflix pays them for the use of their characters.
Spock0Clock
Spock0Clock - 1/18/2016, 7:26 AM
@obredaan
so why is NBC trying to apply such a flawed system to Netflix?


Rating systems, flawed as they may be, are still the best way to gauge the value of advertising on television and radio. Sponsors want assurances that their messages will be seen by some number of people. And there does seem to be a growing resentment among network/cable executives about services like Netflix or HBO that are not based on an advertising model. There are people who pay 10 dollars a month more or less directly to HBO to watch maybe one or two movies and three or four episodes of original content. That's an immensely high price compared to all of the content that HBO broadcasts and produces.

Imagine if NBC could have found a way to directly accept donations for their shows. I'm sure cult series like Community and Constantine would have collected far more revenue than "I left the TV on while I fell asleep" shows like Saturday Night Live. NBC's accountants can't know the difference between mild passing zombie attention and genuine audience engagement. It's not really their fault, though. It's just the way the system has evolved.
Spock0Clock
Spock0Clock - 1/18/2016, 7:30 AM
@MarkJulian

That's true. I didn't mean to imply that NBC's overall mission statement has become "TV is still better than Netflix and we're technically TV." or anything like that. They are in a competitive environment in a forum that encourages a bit of bluster. Netflix's response was just as sharp elbowed as NBC's original claim. And all of this is intended for industry insiders, not for lay people with particular axes to grind about this show or that show getting slighted or canceled.
BackwardGalaxy
BackwardGalaxy - 1/18/2016, 7:30 AM
Here's what you need to know about the ratings for Jessica Jones... the show got a second season. That's all you need to know.
rabid
rabid - 1/18/2016, 7:31 AM
I could imagine two scenarios if that's true:
1. Jessica Jones is an obscure character with few fans and the title of her show is utterly boring-sounding. If you didn't know it was superhero related, you might think it's some bland sitcom.
2. People are jumping the Netflix ship. Their selection is terrible, especially compared to Amazon.

Of course the biggest issue with counting ratings is that around 1/3 to 1/2 of science fiction/action shows are streamed illegally from pirate sites. I've always assumed that Netflix's full-season drop was incentive to keep the impatient viewers from stealing (because most shows aren't officially available to rent until 24 or 48hrs after they air live).

I'm inclined to say the numbers are more accurate than not. I don't know many people who watched Jessica Jones. Even the hardest Marvel fans that I know didn't finish it, despite my constant prodding. It's an awesome show that doesn't look very appealing on the surface.
marvelstudios
marvelstudios - 1/18/2016, 7:39 AM
The question we all want to know is, why is NBC even talking about Netflix numbers? Perhaps distracting from their own internal problems, or maybe they're just bored.
HugeCapfan
HugeCapfan - 1/18/2016, 7:41 AM
NBC claimed Jessica Jones got 4.2 million viewers, ...that's 4 million times 6 bucks for the streaming service, ...that's roughly a little over 24 million bucks, and soon the Dvd release, rerun royalties and oversea markets, ...more than enough money to pay for 13 episodes, and ensure for a second season.

Whereas that 90s Flash tv show on CBS had about 5-7 million viewers average and each episode costing a million each to produce, ...which got cancelled after 22 episodes. Ratings for the now running Supergirl and Heroes Return had both dropped from a highly-rated first episodes.

Realistically, Superhero shows don't maintain the 10 million viewers for all 11-22 episodes a season that the big 3 networks require to keep the show producing to 100-120 shows.
Scooby
Scooby - 1/18/2016, 8:02 AM
nordberg
nordberg - 1/18/2016, 8:02 AM
@NeoBaggins

I just finished Making a Murderer last night and man, it does appear that Avery got railroaded time and again. He's got a new attorney as of a week ago who claims to have new evidence that will exonerate him. I'm very curious to see how that plays out...
Scooby
Scooby - 1/18/2016, 8:03 AM
Haven't seen it, but Netflix and Hulu are what I watch. More Hulu nowadays - they just got Battlestar Galactica on there. Yeah baby! So yeah, cable is dead.
rabid
rabid - 1/18/2016, 8:05 AM
NBC might be peeved at losing ratings after You, Me, and the Apocalypse aired 6 months early on Sky and hence, leaked online. Some were hoping for that to be the replacement for Parks n Rec, but much of the core demographic has already watched the first season.
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