Can ‘The Gilded Age’ and ‘All’s Fair’ Keep Their Ratings Momentum?

"The Gilded Age" and "All's Fair" are two shows on HBO Max and Hulu, respectively, that have successfully gained traction in recent seasons while showcasing distinct differences. "All's Fair," a Hulu legal drama with a campy tone, has achieved exceptional viewership with 3.2 million viewers during its premiere, ultimately leading to a renewed Season 2 less than three weeks after its debut.

In contrast, "The Gilded Age," an HBO original series, garnered a season average of 8.8 million U.S. cross-platform viewers as it found its stride in Season 3, breaking into new ratings records.

Both shows have capitalized on social media buzz to keep their audiences engaged and interested. "All's Fair," despite critical backlash, has gained attention due to the social media chatter it generated, with 10 billion impressions between the trailer release and the Season 2 premiere. Similarly, "The Gilded Age" has benefited from its marketing efforts, embracing fandom and social media creators, leading to a steady increase in viewership.

One key factor working in their favor is the relatively quick turnaround between seasons. "All's Fair" Season 2 launched exactly one year after its predecessor, while "The Gilded Age" had a slightly longer gap of about a year and three months between its Season 3 finale and Season 4 debut. This shorter gap is advantageous, especially in a landscape where prestige dramas like "The Pitt" manage to release a new season annually.

HBO Max and Hulu have also played their part in sustaining viewership by hosting buzz-worthy premiere events and engaging social media creators, ensuring that audiences remain immersed in the show's storyline. Both shows' weekly release schedules further contribute to maintaining the online presence and audience engagement throughout the season.

As ratings shift mid-season, it remains to be seen if "All's Fair" and "The Gilded Age" will continue to maintain their viewer momentum, but their strategic approach and engagement tactics set them up for success.