TV ratings are almost universally down. The format is suffering from strong competition from the likes of Netflix, Hulu, your uncle’s dodgy Chromecast app, and just good old peer-to-peer pirating. The season premiere of this year’s X Factor – a familiar talent show that usually signals to the TV-watching public that it’s almost Christmas – gathered a mere 6.9 million viewers at its peak. 6.9 million is hardly scraping the bottom of the proverbial barrel, but it is indicative of a shift in the way we communicate with our media.
So what if I told you that a small Canadian webseries funded almost exclusively by a tampon brand has generated over 70 million streaming views to date? Chances are you haven’t heard of Carmilla, but the 220,000+ fans who successfully crowdfunded the series’ first feature film can certainly tell you a few things.