Arjen Lubach’s Decision to Stop Monitoring Viewing Figures
Arjen Lubach, the Dutch television host known for his satirical talk show, has recently made headlines for discontinuing his daily habit of checking viewing figures. He attributes this decision to the unsettling nature of declining audience numbers, stating that it became exceedingly demotivating. “If you let that lead you…,” he remarked, highlighting the challenges faced by media personalities in today’s shifting landscape.
The Impact of Change in Viewership
Lubach has seen a significant drop in linear viewers since moving from NPO 1 to RTL 4. This shift not only resulted in fewer viewers but also led to a change in his airtime from 10 PM to 11 PM, as RTL aims to mitigate loss of viewers switching channels during his show. Furthermore, viewers can now stream the show on Videoland behind a paywall starting at 9 PM, complicating accessibility.
The Adapting Landscape of Viewership
In a candid conversation on the program BOOS Grote Gesprekken, Lubach expressed that the viewing landscape is constantly evolving. He acknowledged maintaining his audience size as a priority, although he is less concerned with traditional viewing metrics. “At NPO, we had about a million viewers, and we still have them, albeit in different places,” he explained.
Detachment from Traditional Metrics
When challenged by host Tim Hofman about daily viewership analysis, Lubach confirmed he’s ceased monitoring linear ratings. He described them as increasingly unrealistic, stating, “If you let yourself be led by that, you become very demotivated.” Instead, he emphasized the importance of being discoverable, stressing that content remains accessible without falling behind paywalls or airing at unwatchable times.
Insights on Ratings and Performances
Hofman pointed out that ultimately, declining linear ratings do indeed have implications for Lubach and the broadcasting network. However, Lubach remained firm, arguing that both the network executives and he recognize that the entertainment landscape is transforming. “They also see that this world is changing,” he asserted.
Despite this acknowledgment, Hofman cautioned about the practical implications for ratings, insisting there is an underlying threshold that must be respected to ensure continued success.
Content Integrity Over Ratings
Lubach’s philosophy revolves around differentiating between factors he can influence, such as program content, and those he cannot, including viewer ratings and online reviews. This dichotomy allows him to focus on producing quality content rather than becoming overly fixated on numbers.
The Challenge of Audience Engagement
Despite his successful track record, some episodes have not resonated as strongly as anticipated, particularly interviews with lesser-known guests. One notable instance involved comedian Fred Armisen, whom Lubach believed would attract viewers but instead turned out to be one of the least-watched episodes. He noted, “People don’t care because they don’t know him.” This reflects the importance of aligning content with audience familiarity and interest.
A Focus on Creative Control
When Lubach transitioned to RTL, he negotiated specific terms to ensure editorial independence and financial benefits for his team. He emphasized that he wanted his production team to prosper, not just himself. “I wanted everyone to benefit from RTL’s profits,” he declared, underlining the significance of equitable success in his creative endeavors.
While acknowledging the uncertainties of the future, Lubach remains confident that the current trajectory is favorable. “Maybe in two years we’ll be off the air because ratings drop, but for now, everything is going well.” This optimism fuels his commitment to creating compelling content, despite the pressures and uncertainties of modern television ratings.
