It came as no surprise when the third season of Ginny & Georgia returned to Netflix every bit the success that its second was in 2023. Though S3 was just released on June 5, the series already ranks 10th in minutes watched year to date, putting it on a trajectory to become one of the streaming service’s reigning hits in the U.S.
Now Luminate provides deeper insights into the composition of that robust audience thanks to the recent addition of age and gender breakdowns for viewers of streaming original and library titles in our Streaming Viewership (M) data.
And when viewed through that lens, Ginny & Georgia proves its appeal comes with an audience sweet spot that sets it apart from even the biggest Netflix titles.
Season to date, the show has captured the highest percentage of viewers in the 18-34 and under-18 cohorts — 56% of whom are women — which makes it tops among all Netflix originals for these demos.
This is particularly important because engaging younger viewers is a prime challenge for all longform entertainment providers, considering that social video is such an alluring alternative. Plus, the deeper Netflix and its rivals dig into the advertising business, the more they need to target specific demographics for marketers looking to reach distinct audience segments.
With its focus on a mother-daughter relationship, Ginny & Georgia is often compared to Gilmore Girls, a CW series that performed so well as a licensed property on Netflix the streaming service commissioned a four-episode revival in 2016.
If there was any doubt Netflix was trying to catch lightning in a bottle twice, Georgia tells her daughter, Ginny, in the pilot episode: “We’re like the Gilmore Girls but with bigger boobs.”
While it’s common to see a season 1 surge when a series’ new season drops, in Ginny & Georgia’s case the bump has also extended to season 2, in a pattern that suggests new viewers are bingeing the whole series.
The sophomore season saw a dramatic increase in minutes streamed, surging 127.4% week over week once the third season dropped. Despite the typical dropoff in weekly minutes watched, all three Ginny & Georgia seasons have been in SV(M)’s top 20 TV shows since the season premiere.
And yet amid all the reasons for success, there is one cause for concern when comparing seasons 2 and 3 in their first six weeks of release. In week one, season 3 outperformed season 2, but over the past two weeks, season 3 has been trailing, raising the prospect that the show may not be resonating as strongly as it did.
Writing and pre-production has begun for season 4 (after earning a two-season renewal in 2023), so now that Netflix knows the series isn’t just a crowd-pleaser but its best bet to engage a highly coveted audience segment, it’s incumbent upon the streamer to ensure Ginny & Georgia measures up to its past performance.
For more insights into demographic data on streaming content, make sure to visit Luminate’s Streaming Viewership (M) product.
