Ryan Murphy’s new ABC medical drama, Doctor Odyssey, starring Joshua Jackson and Don Johnson, is already making waves before its premiere. The trailer for the highly anticipated series has smashed viewership records, logging an impressive 77.8 million views within the first 48 hours of its release. This remarkable figure makes it the most-watched trailer ever for a new broadcast TV show, surpassing the previous record held by This Is Us. The trailer for This Is Us garnered a similar number of views, but it took 11 days to reach that milestone, highlighting the immediate impact of the Doctor Odyssey trailer. This Is Us went on to enjoy a successful six-season run on NBC, setting a high bar for Doctor Odyssey.
The surge in views for the Doctor Odyssey trailer was primarily driven by TikTok, which accounted for a staggering 38.8 million views on ABC’s official channel alone. Facebook followed as the second most popular platform, contributing 23 million views. This platform distribution is a notable shift from 2016 when This Is Us premiered. Back then, TikTok was still in its early stages, and Facebook dominated trailer views, amassing 50 million views for This Is Us over 11 days. The change underscores the growing power of TikTok as a platform for viral content and entertainment discovery.
Oscars on ABC
Like many trailers for new broadcast series, the This Is Us trailer debuted in May during the upfronts presentations. In contrast, the Doctor Odyssey trailer was strategically released just ten days before the series premiere on September 26th, following a brief teaser a month prior. Both Doctor Odyssey and This Is Us share the same production studio, 20th TV, but their trailer release strategies differed significantly.
Doctor Odyssey received a straight-to-series order, meaning there was no pilot episode available to draw footage from for an upfront trailer, unlike This Is Us. However, the delayed trailer release for Doctor Odyssey appears to be a deliberate tactic straight out of Ryan Murphy’s playbook, known for his masterful showmanship and building anticipation.
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By holding back the Doctor Odyssey trailer, the promotional team was able to showcase an impressive roster of high-profile guest stars set to appear in later episodes. The trailer offered glimpses of Shania Twain, John Stamos, Gina Gershon, Kelsea Ballerini, Chord Overstreet, and Cheyenne Jackson, alongside series regulars Joshua Jackson, Phillipa Soo, Sean Teale, and Don Johnson. This strategy likely contributed to the trailer’s viral appeal, piquing interest beyond just the premise of the show.
The timing of the trailer release also coincided perfectly with Joshua Jackson’s well-received appearance at the Emmys on Sunday. His presenting stint generated considerable buzz online, particularly on TikTok, where many users expressed their admiration for the Dawson’s Creek alum’s enduring charm and looks. This increased visibility for Jackson undoubtedly amplified the trailer’s reach and engagement.
Adding to the intrigue surrounding Doctor Odyssey is the deliberate secrecy surrounding the show’s plot details. In classic Ryan Murphy fashion, official plot information has been kept under wraps. Doctor Odyssey marks Murphy’s first new series for ABC and his second overall on the network, joining the established hit 9-1-1, which transitioned from Fox last season. This combination of star power, strategic marketing, and mystery has clearly worked in generating massive interest in the Doctor Odyssey trailer and the upcoming series.
