Marketing “English Teacher”: A Queer Sitcom’s Streaming Struggle

Brian Jordan Alvarez, known for his online comedy, created and stars in English Teacher, a queer high school sitcom on FX and Hulu. This article analyzes the show’s digital marketing strategy and explores potential improvements.

Alvarez boasts a substantial online presence across platforms like YouTube, TikTok, and Instagram, leveraging his comedic persona and viral videos. However, his transition to a traditional television show presents unique marketing challenges.

English Teacher premiered on September 2nd, 2024, with two episodes, followed by weekly releases. FX viewership was modest compared to competing programs, raising questions about relying solely on traditional TV metrics for a digitally-driven audience.

Hulu, with its larger subscriber base and binge-watching model, offers a more relevant performance metric. However, Hulu’s US-only availability restricts the show’s reach, particularly considering Alvarez’s international fanbase.

Alvarez actively promotes the show on social media, primarily using Instagram Reels featuring dance videos and text overlays encouraging viewers to stream on Hulu.

Despite generating significant views, the campaign’s effectiveness is debatable. Hulu’s limited geographic availability and the lack of a direct streaming link in his social media profiles hinder potential viewership. His Linktree prioritizes other content over English Teacher.

A more effective strategy would utilize Hulu’s internal data and algorithms to target existing subscribers with similar viewing preferences. Cross-promotion within the Disney ecosystem (Disney+, ESPN+) could broaden reach. Optimizing the show’s Hulu presentation with engaging thumbnails and descriptions could also boost viewership.

Learning from successful streaming strategies, like Netflix’s promotion of Nobody Wants This, is key. Prioritizing platform-specific optimization and algorithmic recommendations over relying solely on the creator’s social media presence is crucial. English Teacher needs a comprehensive marketing approach addressing the streaming landscape’s unique challenges. Its success depends on enhanced accessibility and discoverability for a wider audience.