«Mare Fuori», an online success that does not cannibalize the TV-Corriere.it

continue theunstoppable ride Of «Mare Fuori», the series
now in its third season that is telling us what it means to build a success streaming completely comparable to traditional television. Let’s start with the numbers, as always. The unreleased episodes of the series on RaiPlay have reached, in February, an average now higher than 2.5 million of average viewers (the metric called AMR-D, useful because it is analogous and comparable to that normally used on TV, the average audience). To be precise, «Necessary hatred» (first episode) reached 2.8 million people/devices, with over 9 million streams disbursed. Episodes 2 and 3 then reach 2.7 million viewers/device, all the other episodes are in any case above 2 million of spectators. Overall, almost half the time of on-demand viewing in February (over two billion minutes) were dedicated to a referable content to «Mare Fuori», and Rai abundantly exceeds 50% of the viewing time on demand in the month (which, moreover, exceeds all the other months of the season, from September to today).

There was also no effect this week «cannibalization» of the television audience: “linear” viewers actually grew, reaching 1.3 million (for an 8.1% share on Rai2, last Wednesday). On TV the share the most significant is made up of 15/24 year olds, with 20%, but almost 11% is gathered among the 55/64 year olds. In short, linear TV recover even older audiences. It should be noted that the first two seasons are back at the top of the most viewed rankings on Netflix, for the 22nd week. It has evidently generated a virtuoso effect between Rai, RaiPlay and Netflix, around a quality content. «Mare fuori» is the expected case that shows, together, the persistence centrality of TV and the need for one of its own innovation.
In collaboration with Massimo Scaglioni, Geca and iPort Nielsen elaboration on Auditel data