Mr. Robot was not only one of the biggest hits of summer TV, it also marked a significant tonal shift for USA this year, signaling a new, darker network entrenched in the cultural conversation.
The drama about a troubled hacker looking to take down what he sees as evil corporations was a critical and word-of-mouth success for USA, partially because of well-written characters and dramatic twists throughout the short season.
The show, which debuted its 10-episode first season this summer, started its massive rollout this spring at SXSW, where the pilot was featured in a special screening. When, more than three months ahead of its on-air debut, Mr. Robot took home the audience award for TV, the network touted the digital community’s approval before making the pilot available on a much broader platform.
USA distributed Mr. Robot‘s first episode ahead of its official premiere on several platforms, just like many networks do. However, the sheer number of places fans could find the pilot was a new and risky plan. Not only was the episode available on VOD, iTunes and YouTube, but also Amazon, Facebook, Xbox, Google Play, PlayStation, IMBb.com, Twitch, Crave Online, TheVerge.com and latina.com.
Mr. Robot added up Facebook fans faster than any other USA show, more video streams during its season than any other USA show and signed a lucrative deal with Amazon to stream the series next year ahead of its second season.
The added exposure paid off, which traveled via word of mouth all summer long to gain audiences throughout the season, starting with 3 million views in the pre-premiere window alone. The show, even weeks after the season ended, is averaging roughly 700,000 views per week on VOD now.
USA Network President Chris McCumber told Variety that Mr. Robot is being used as a lesson and future blueprint for the channel’s new dramas. USA also is working to build on that buzz for season two, starting with New York Comic-Con.
“The job now is to keep that show in the zeitgeist,” McCumber said.
Read more at Variety.
Image courtesy of USA
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