Killing Eve – A Case Study in Analysing Show Fandom
Our clients have full access to all of our reports. Clients can log in to read this report. Click here to become a client. Alternatively, you can purchase this individual report.
The 20,000 Foot View: Killing Eve season three was released in April 2020, the third instalment of a critically acclaimed genre-hopping comedy/drama spy thriller about a female intelligence operative obsessively hunting a female assassin. Defying conventional four-quadrant programming, the franchise has stood out amidst a bevy of more conventional competitors. However, the category-defying nature of the show has led to challenges of converting awareness into engagement. Once that engagement does kick in, Killing Eve fandom over indexes for viewing even when compared with fandom-superpower Game of Thrones.
Key insights
- Killing Eve has increased from to between and 2020 in the US, Canada, and Australia
- Killing Eve steadily increased its MIDiA Index from to (out of from to 2020
- Over the period awareness has increased from in the US, UK, Canada, Australia of UK consumers in 2020 were fans of Killing Eve, compared to in the US
- Killing Eve a higher viewership-to-fandom ratio than Boys, and higher awareness-to-viewership
- During 2020 Eve Wikipedia page views tripled, the airing of season three
- While Killing fandom in the US is consistent with streaming crime-hit Money viewing penetration among the age is significantly higher, underlining the fandom return on investment for Killing Eve brand
- US Killing fans are digitally savvy, with subscriptions at three times the average and being four percentage more likely to have an or an iPad than the average
- However, US Eve fans significantly under index cord cutting, with Comcast being preferred pay-TV operator
- Income distribution evenly spread across the male-skewing segment, with year olds accounting of US fans
METHODOLOGY
This report is a review of trends and data established on Killing Eve engagement from 2018 to 2020 in the leading English-speaking markets of the US, UK, Canada, and Australia. MIDiA Research fields quarterly brand tracker consumer surveys in key countries for insight data and aggregates third-party indicator data to track demand globally from Wikipedia, google searches, social and critique sites. MIDiA specifically asks the demographically-weighted survey respondents the following three key questions on shows:
Awareness: Do you know this show?
Viewing: Have you watched this show in the previous months?
Fandom: Please indicate using a scale of to how much you like the show (MIDiA then assigns respondents who choose and as fans of the show).