Justin Bieber’s new YouTube documentary series, Seasons, is already a record breaker. The show’s first episode was watched 32.7m times in its first week, setting a new bar for the ‘most-viewed premiere in its first week’ for a YouTube Original show.
Not that viewing tailed off there: the first episode has since grown to 42m views on YouTube. Subsequent episodes were made available first to YouTube Premium subscribers, although they’ll be opened up to the wider world over the course of the docu-series’ run.
Variety also offered a glimpse at the economics behind the show, claiming that YouTube paid “upwards of $20m” for the 10-part series. It’s all leading up to the release of Bieber’s new album ‘Changes’ on 14 February, with intense marketing activity on TikTok, Spotify and other digital platforms complementing the YouTube push.