Good Girls spoilers follow.
It's a bad day for the Good Girls. The NBC comedy-drama, which stars Christina Hendricks, Retta and Mae Whitman as three friends who become embroiled in a life of crime to give their bank balances a boost, has been canned.
The show, which UK viewers can catch on Netflix, is heading into the home stretch of its fourth season, which will be its last.
Hendricks, who plays Beth, paid tribute to the fandom on social media, writing: "Well, we gave it our all. We really did. Thank you to our amazing fans through the years for all your passion and support."
Whitman shared an Instagram story bemoaning the decision: "Feel too sad and confused to look at phone... Love my pals on this cast so much, and love you guys who loved the show. It was such a joy being Annie and I'm forever grateful to you for supporting us. [O]K me go cry now."
Good Girls is the latest in a growing list of NBC titles to suffer the chop. Manifest, Zoey's Extraordinary Playlist and Debris were all cancelled this year, and there will undoubtedly be more in the pipeline. And Brooklyn Nine-Nine's eighth and final season is also kicking off in August, which means the network will have some gaps to plug.
But why has Good Girls been dropped?
According to a Hollywood Reporter article retweeted by Retta back in March, three weeks prior to the premiere of its fourth season, Nielsen's streaming rankings had noted that the crime caper was the most-watched piece of content on Netflix in the States.
It went on to explain that while the on-air viewership was "modest", Good Girls had gained significant ground via "delayed viewing and in-season streaming" on digital platforms, which is nothing new. The golden age of streaming has largely been disastrous for traditional telly.
But the decline in NBC's ratings is undeniable, as alluded to by Whitman in May when she shared the following plea on Instagram: "We would like very much to not get cancelled. Apparently, we are on the bubble — which means [NBC's] considering not bringing us back."
Season two's viewer average sat at 2.3 million, with season four dropping to 1.5 so far. The digital figures might be healthy, but that is of no comfort to NBC's advertising partnerships, which so often dictates what lives and dies.
According to Deadline, the network and the studio were looking at bringing the series back for one more season to "close out the story, but they were unable to make the financials work".
There was some hope that Netflix would take it on, but that didn't materialise and Universal Television will not be taking it to market, which means Good Girls really has reached the end of the road.
Seasons 1-3 are currently available to stream on Netflix UK. Season four doesn't currently have an air date, but it should arrive in the weeks following its US run.
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