Insights

Demand for The Marvelous Mrs. Maisel

20 March, 2022

After a two year long wait, The Marvelous Mrs. Maisel made its return on Amazon Prime last month with its fourth season. With that said, if its outstanding level of international demand is anything to go by, the comedy series clearly has not been forgotten over its lengthy pandemic-related hiatus. This article will cover the show’s overall demand and top markets as well as possible reasons for its current success.

Demand Distribution for The Marvelous Mrs. Maisel

The chart below shows the average and peak levels of global demand for The Marvelous Mrs. Maisel over the thirty days after the release of its fourth season. The Amazon Prime series reached a peak of 55.9 times more demand than the average series worldwide. Its demand average over the last thirty days was also exceptionally high, with 34.1 times more global demand than the average show. This shows that the lengthy wait for the series release was likely not a hindrance to anticipation.

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Top Market Demand

The chart below shows the worldwide demand for The Marvelous Mrs. Maisel in the month after the the release of its fourth season. The top markets for the series are the United States, in which it had 27.9 times more global demand than the average series, and Canada, in which it had 16.6 times more global demand than the average series. Great Britain follows with 14.7 times more global demand for The Marvelous Mrs. Maisel than the average series.

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Niche Demographic

As well as international markets, it is also interesting to note the show’s appeal to certain demographics. The Marvelous Mrs. Maisel is produced by Amy Sherman-Palladino and Daniel Palladino, both of whom held important roles on the popular Gilmore Girls series, including writer, executive producer, and showrunner. Though this husband and wife duo aren’t the only ones piquing Gilmore Girls fans’ interest in the Amazon hit. The series has also brought in a number of special appearances from Gilmore Girls, such as Milo Ventimiglia. This could indeed be another factor of influence when it comes to the outstanding level of demand The Marvelous Mrs. Maisel has at the moment and over the time since its release.

Momentum and Longevity

The chart below shows six dimensions of measurement for The Marvelous Mrs. Maisel - momentum, demand, longevity, travelability, reach and franchisability. The highest of these is the level of momentum - which refers to how fast demand for a title has grown over the past year. This series has 40.1 times more momentum than the average series worldwide. The exceptional amount of momentum here could be due to anticipation for the show building up over the past two years, likely intensifying with consistent updates and press releases related to the season four premiere. This fast growth in demand could also have been influenced by its cliff-hanger ending to season two, which inspired a number of theories and, therefore, active viewer engagement for a period of time after the series had finished.

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Another interesting point of measurement shown in the chart above is the show’s longevity, which refers to how well a title’s demand is maintained over time. At 8.8 times more longevity than the average show worldwide, The Marvelous Mrs. Maisel has been able to maintain its demand over the time since its initial release, as well as over the time of its hiatus between season three and four. With this in mind, it is likely the show’s longevity level will increase after the release of its fifth, and final, season.

While The Marvelous Mrs. Maisel has faced some production challenges over the pandemic, it is clear that the show is still very much in high demand. Whether it is due to its cliff-hanger endings, original storyline, or speculations of more Gilmore Girls alumni making an appearance, season four has made some great success in the month since its release. It will be interesting to see how this show preforms over the coming months and in the build up to its fifth and final season.


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