The Big Sip
Image: Netflix
The take: Netflix knows costume dramas print money. Steven Knight's "House of Guinness" debuts with eight episodes, ready to stream, plus Season 2 is already greenlit. They bought the second season before anyone watched the first.
What happened: "House of Guinness" is globally available on Netflix right now, with all eight episodes dropping simultaneously.
Why it matters: Netflix pre-bought Season 2 before seeing any viewer data, which is either supreme confidence or a desperate attempt to fill its content pipeline.
What to watch: The binge completion rates. Netflix measures success by how many finish all eight episodes within 48 hours.
Reciepts
• [Report] Netflix confirms Season 2 before premiere - Knight told Hello! magazine "We are" when asked about second season (24 Sept 2025)
• [Analysis] Series features Fontaines DC on soundtrack - Knight bringing his "Peaky Blinders" style with modern music in period setting
• [Report] Real Guinness descendants attended London premiere - Lady Mary Charteris and Daphne Guinness showed up Tuesday night (24 Sept 2025)
• [Opinion] Knight worked with family member Ivana Lowell as EP - Securing family cooperation while maintaining creative control
If the credits sound fizzy, it's the media buyers toasting Season 2.
Here’s The Brew
Period dramas deliver reliable returns and cultural cachet for streamers.
Netflix commissioned Season 2 of "House of Guinness" at Tuesday's London premiere, before viewing data existed.
Historical series attract wealthier subscribers who maintain longer subscriptions and share accounts less frequently.
Netflix needs broad viewership while creators want artistic freedom. Peaky Blinders creator Steven Knight gets to hone his visual style, Netflix gets prestige content, and viewers get to talk about it at work.
Win, win.
Costume dramas evolved from BBC Sunday programming to become one of streaming's most valuable content.
Contemporary workplace comedies barely get made now. Audiences prefer watching Victorian inheritance disputes to modern office dysfunction.
Two Sides, One Mug
Image: Guinness
Pro: A Steven Knight historical drama provides escapist entertainment while sneaking in actual history lessons about labor, class, and industrial capitalism.
Con: Celebrating brewery dynasties during economic hardship asks audiences to sympathize with wealthy families who created their problems.
Our read: Netflix profits from audiences watching rich families self-destruct, regardless of century. Better costumes (and Guinness) guarantee viewership.
Receipt of the Day
Netflix Q2 2025 Earnings Report — Netflix’s Q2 2025 earnings report shows strong overall growth, with revenue up 16% year-over-year and earnings per share increasing by 47%.
Spit Take
“10 million pints poured daily, worldwide.” — Guinness.
Coffee Break Links ×3
How 'Peaky Blinders' created Birmingham tourism — City council credits show with £85M visitor boost. [Analysis]
The real Guinness family archives — Actual company records show less drama, more spreadsheets. [Report]
Fontaines DC on selling songs to Netflix — "Better than playing empty venues." [Opinion]
Join your team of caffeinated skeptics.
One take, one counter, one receipt.
Six minutes.
Mugshot Poll 📊
What's your period drama sweet spot?
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