‘And Just Like That…’ Viewership Falls Again In Season 3

The women of And Just Like That… are just as glamorous, and just as polarizing, as ever. But viewership for the much-buzzed-about HBO Max program continues to fall.

After the show saw sharp declines in season two, season three has seen a much smaller but nonetheless notable drop, according to data crunched by Samba TV – a provider of TV technology for audience data and omniscreen measurement.

It found that the season premiere of And Just Like That… averaged 429,000 households during the live-plus-three-day viewership window. That’s a decline of 7% from the season two premiere, which posted 463,000 households.

Both season three and season two were off markedly from the series debut in December 2021, which drew 1.1 million households. Since then, consistent tune-in for the show has fallen by half.

Samba found that Gen X households, those with adults ages 45-54, over indexed on viewership—they were 10% more likely than the average household to watch the show. This makes sense, as the stars of the program are themselves Gen Xers.

Highs And Lows For Sequel And Just Like That…

And Just Like That… is a sequel to the hugely popular series Sex and the City, which aired on HBO from 1998 to 2004. The show followed four then-single women and explored their sex lives, careers and friendships as they navigated New York City.

The show became one of the pay cable network’s signature hits. The series finale in February 2004 drew 10.6 million total viewers, according to Nielsen, making it HBO’s second-most-watched show (behind mob drama smash The Sopranos).

The program was pioneering in so many ways. In addition to talking frankly about women’s sex lives, in a way no broadcast or basic cable show ever had, Sex and the City also became an Emmy favorite and catapulted series stars Sarah Jessica Parker, Cynthia Nixon, Kristin Davis and Kim Cattrall.

SATC became hugely popular among women 18-34, themselves just a bit younger than the series stars. The TV show spawned two movie spinoffs.

Then, as a number of hit 1990s and 2000s shows began to make their way back to TV or streaming services, HBO greenlit an updated version of SATC, giving it an updated name (And Just Like That) that spoke to the new phase the women had entered with older children, aging parents and even, for one, widowhood. Parker, Nixon and Davis returned for the series.

Small Rebound For And Just Like That Season 3, Episode 2

The show does remain a valuable property for HBO Max, as it draws a lot of attention and was one of its most high-profile launches of the past half-decade. And the streaming service did see a slight rebound in viewership for episode two of season three, with 437,000 households watching—up 8,000 from episode one.

The bounce could indicate any number of things. It may be sustainable, it could reflect some people not getting a chance to watch the premiere within the live-three-day window, or it could be that this season is getting better buzz—controversial character Che, played by Sara Ramírez, was written out of season three.