Diving Into Only Murders In The Building

Photo: Hulu

Only Murders in the Building has been an out-and-out home run for Hulu. It was the most-watched comedy premiere in Hulu’s history (that includes the introduction of Seinfeld in 2015 to the platform). It’s been a smash hit with critics, landing on the Best of 2021 lists of publications like Rolling Stone and The AV Club. And it’s been a consistent presence on the Watchworthy Top 20, staying on the board every month since its premiere at the end of August 2021. 

The timing of Season 2’s debut (June 28) couldn’t be much better, because competition is heightening in the Streaming Wars, with different platforms merging and consolidating to make the most of Netflix’s sudden downfall. Hulu has to make the most of this major show’s return, ensuring that it continues to be a beloved and talked-about series for years to come rather than just a flash-in-the-pan trending topic. To do that, the streamer will have to identify the aspects of the show that draw so many people to it, as well as other series and genres that define the smash hit comedy’s audience.

To celebrate the return of this groundbreaking comedy/mystery series starring Steve Martin, Selena Gomez, and Martin Short, we’re doing a deep dive into Only Murders in the Building to better understand who Hulu should be reaching to re-engage and grow the show’s audience.

The second season of Only Murders in the Building is set to debut on Hulu on June 28.

Photo: Hulu

What Do Fans Love About Only Murders in the Building?

Though it’s less than a year old, Only Murders already has some very impressive rankings under its belt. It’s #1 on Ranker’s list of the Best New Comedy Shows Of 2021 (4K votes), ahead of runaway successes like Ghosts and Abbott Elementary. It’s #9 overall on The Best New TV Shows Of 2021 (20K votes), just a few spots behind MCU winners Loki and WandaVision, as well as international sensation Squid Game. Perhaps most impressively, it’s #13 on The Best Original Streaming Shows Of The Last Few Years (29K votes), a list that encompasses shows going back to 2019. There, it’s outperforming Russian Doll, The Falcon and the Winter Soldier, and Bridgerton. 

Of course, Only Murders is more than just a new comedy — it’s also a murder mystery series, appealing as much to fans of true crime as it does to people who love comedy legends like Steve Martin. That explains why the Hulu original is #19 on The Greatest TV Shows About Murders (3K votes) and #42 on The Best Mystery TV Shows (56K votes). The takeaway is that although the show appeals to fans of both drama and comedy, it tends to get higher marks among followers of the latter.

Who’s Watching Only Murders in the Building?

These lists tell us what qualities are behind fans’ affection for Only Murders in the Building, but that’s just one way to identify a show’s fan base. We’re also taking a look at other shows Only Murders fans like and finding themes in those shows that identify distinct audiences Hulu must reach out to if it wants to maximize the impact of Season 2’s upcoming premiere.

LOVERS OF LIMITED SERIES

Only Murders is a comedy show first and foremost, but we’re guessing the show’s “whodunit” element attracts people who like limited dramatic series: serious (and often deadly so), but with stories that come to a quick and satisfying conclusion. So although dramas are on the watchlists of Only Murders fans, they’re all intended to be single installments rather than ongoing series. That description fits Maid and Nine Perfect Strangers, both of which are 10X more likely to be loved by Only Murders fans than the average Watchworthy voter, as well as Mare of Easttown, which is 8X more likely to share fans with Only Murders. Though The White Lotus (also 8X more likely to be beloved by this fan base) is returning for a second season, it was originally intended to be a miniseries. 

These viewers love Only Murders in the Building and… Maid, Nine Perfect Strangers, Mare of Easttown

FANS OF HUMOR WITH HEART

Only Murders in the Building isn’t just another comedy series, so when fans of the show are looking for laughs, they don’t look for any old sitcom. The funny shows they’re drawn to are inventive and surprising, encouraging you to identify with and root for their characters instead of just laughing at them. Ted Lasso and Reservation Dogs both won over critics in 2021 for their mix of heart and humor, and focus on telling interesting stories rather than simply offering a vehicle for jokes, as did HBO Max’s Hacks. These shows are all 10X, 9X, and 8X more likely to attract fans of Only Murders in the Building, respectively.

These viewers love Only Murders in the Building and… Reservation Dogs, Ted Lasso, Hacks

MCU MAVENS

It’s hard to say exactly what connects the slate of Disney+ Marvel series to Only Murders. It’s true that Marvel tends to inflect superhero stories like Loki with plenty of humor, and many of the shows it puts out are limited series, including WandaVision and The Falcon and the Winter Soldier. These shows came to define the streaming TV landscape in 2021, as did Only Murders. Whatever connects them, Watchworthy says Only Murders fans are 9X more likely to love these three Marvel Cinematic Universe shows.

These viewers love Only Murders in the Building and… WandaVision, Loki, The Falcon and the Winter Soldier

These stories are crafted using Ranker Insights, which takes over one billion votes cast on Ranker.com and converts them into actionable psychographics about pop culture fans across the world. To learn more about how our Ranker Insights can be customized to serve your business needs, visit insights.ranker.com, or email us at insights@ranker.com.

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