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# Masters Of Their Domain: Tracking Seinfeld’s Affinity Data
- URL: https://tvrev2beta2.ghost.io/master-of-their-domain-tracking-seinfelds-affinity-data/
- Published: 2023-05-24T19:01:58.000Z
- Updated: 2023-05-24T19:01:58.000Z
- Author: Brandon Katz
- Tags: Thought Leaders Circle, Max, Netflix, Seinfeld, #sqs, #Import 2026-09-03 20:57

Where does viewership come from, where does it go, and how can you guide it to make the best possible decision? No, this isn’t the start of a bad walk-into-a-bar joke. It’s the central series of questions every streaming and content executive should be asking. 

Let’s use Seinfeld as an example. Netflix reportedly paid more than $500 million for the global streaming rights to the classic comedy. According to Parrot Analytics affinity data, 28% of the sitcom’s viewership on Netflix typically comes from users leaving Max. After consuming *Seinfeld* on Netflix, 34% of that viewership leaks back out to Max. What does this mean in practical strategy terms? 

For production company Sony Pictures Television, it suggests that *Seinfeld* is a strong fit with Max’s library (with obvious ties to Curb Your Enthusiasm) thanks to the sizable shared audience overlap. This could pave the way for a future potential licensing agreement with the streamer should anything change with Netflix. 

In the more immediate present, *Seinfeld’s* affinity data reveals that viewers are often coming to the show from other sitcoms and then following up their *Seinfeld* binges with more sitcoms. That’s an impressive level of genre affinity and underscores how sticky sitcoms can be. This is crucial for content portfolio development and optimization—how to construct a library of acquisition and retention titles in a cost efficient manner. 

Understanding these viewership cycles enables platforms and content owners to better plot out a course of action for the short and long-term.