Streaming’s ‘Suits’ Lesson

The most popular next stop for U.S. viewers who watched Suits on Netflix was actually Hulu.
The most popular next stop for U.S. viewers who watched Suits on Netflix was actually Hulu. photo: Shane Mahood/Everett Collection
Julia Alexander
December 5, 2023

One of the great unanswered questions regarding this summer’s Suits renaissance was who would be the bigger winner: Netflix, which racked up more than 45 billion minutes of streaming time in the U.S., or NBCUniversal, whose decade-old show was suddenly hot again, and with a much younger audience? Of course, this binary misses the point: Both did great here. Netflix got more views, and NBCU got a mid-eight-figure check and tons of interest in the I.P. The more important question—which I received from a ton of different executives, analysts, and journalists—is what audiences watched after they finished Suits, and whether it was on Netflix or Peacock, where the show was also available.

Interestingly, the most popular next stop for U.S. viewers who watched Suits on Netflix was actually Hulu. According to consumption data from Parrot Analytics, where I work as director of strategy, more than 30 percent of the Suits audience followed up the show by watching a series on Hulu; 20 percent turned to Max; and only 15 percent stayed on Netflix. Among the most popular shows that overlapped with the Suits audience were old network hits like The Good Doctor, How I Met Your Mother, Young Sheldon, Bar Rescue, Brooklyn Nine-Nine, and Law & Order: SVU.