“When True Detective came out, it was a totally different landscape. It was one of the first limited series crime dramas that really launched what ultimately probably became a gluttony of that type of content,” Diamond said. “It’s hard to break through with these dark dramas. We definitely look to find ways to really break through.”
Thus far, the campaign is doing just that: breaking through.
True viewership gains
With the help of its marketing campaign, a strong story and a rejuvenated fanbase, Night Country is seeing series-high viewership, with HBO announcing it has now become the most-watched season of the show yet, averaging 12.7 million viewers cross-platform.
Episode 5, which debuted two days early on Max to avoid competing with the Super Bowl, has already surpassed 5 million viewers cross-platform. Additionally, Night Country’s first two episodes are out-pacing Season 2 of The White Lotus (8.6 million) and Season 4 of Succession (7.9 million).
“True Detective is off to a really great start. This is also our first big HBO original tentpole drama of the year,” Diamond said. “It’s been received really well, and we’re all feeling really encouraged.”
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