The shine may be off the Manolo Blahniks.
The second-season premiere of And Just Like That …, the Max reboot of HBO hit Sex and the City, returned to decent numbers last week, but it was down significantly from the highly anticipated series debut.
The season one bow averaged 1.1 million households during the live-plus-three-day viewing period, according to data provided by Samba TV, which measures TV engagement. Comparatively, the season two debut episode was off by 59%, to 463,000 households.
Not all of them stuck around. The second episode, which also bowed last week, averaged 404,000 viewers, off 13% from episode one. While many premiere viewers could certainly circle back to episode two, it does speak to a lack of engagement, indicating viewers weren’t excited enough by the premiere to watch episode two right away.
"Nearly half a million households tuned into the second season premiere of Sex and The City spinoff And Just Like That in its first four days streaming on Max. Excitement and nostalgia for the beloved franchise's return resulted in over 1 million households viewing the new series' inaugural episode. Yet there was a sharp 59% drop off between viewership of seasons one and two premieres, indicating some audiences may have abandoned the spinoff altogether,” said Cole Strain, vice president of measurement products at Samba TV.
A History Of SATC Success
SATC was a network-defining hit for HBO in the late 1990s and early 2000s. The show about four women and their sexual conquests, career aspirations and supportive friendships broke new ground for its frank depictions of women enjoying and initiating sex. The series finale in 2004, nearly two decades ago, averaged 10.6 million viewers, way more than any single episode of And Just has drawn.
SATC sparked two movies that fared well at the box office before the revival. With the reboot also came some changes to the primary cast, which was all white during the HBO days. Several women of color have joined, and main character Miranda entered a relationship with a nonbinary comedian, spurring discourse of varying positions on social media. Some have criticized the show for the clunky efforts at diversity, which could have influenced the viewership decline.
But others appreciate Carrie and Co.’s efforts to change. Notes Strain, “Many diehard SATC fans are still driving viewership. In fact, older Gen X (adults 45-54) audiences who tuned into the original series on linear TV over-indexed by the highest margin of any age demographic at +17%."
Reboots And Remakes Like And Just Fuel Streamers
That indicates a nostalgia that has sparked the reboot trend for the past decade and counting, leading to remakes of everything from Full House to Fresh Prince of Bel-Air to That ‘90s Show. That streaming networks are often behind these remakes and reboots is not surprising—they need as much high-profile content as possible to drive subscriptions, and it’s easy to dive in when the characters are already drawn. For Max in particular, And Just’s ties to HBO’s past have helped bridge to the future, as the merger of Time Warner and Discovery birthed the newly merged streaming network with both HBO and Discovery content.
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What’s Behind The Season 2 Viewer Slump For ‘And Just Like That...’ - Forbes
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