Hulu’s *Only Murders in the Building* has just announced its biggest cast expansion yet—adding two A-list names to the show’s fourth season, signaling a high-stakes gambit to revive its flagging ratings and prove it’s still the gold standard of prestige true-crime comedy. Steve Martin and Selena Gomez are joining the ensemble, while the show’s creators are quietly negotiating with Hulu to extend the series beyond its original three-season deal, according to insiders. Here’s what it means for Hulu’s streaming wars, the future of true-crime TV, and why this move could be a double-edged sword for Hulu’s subscriber retention.
The Bottom Line
- Hulu’s desperation play: The addition of Martin and Gomez—two of the most bankable stars in Hollywood—is a calculated risk to counter *Dateline NBC*’s resurgence and Netflix’s *The Night Of* reboot, but it also raises questions about whether Hulu can afford another mid-tier franchise misfire.
- True-crime fatigue: With *Mindhunter*’s cancellation and *Dahmer*’s declining viewership, *Only Murders* is betting on star power to differentiate itself in a crowded genre—but will audiences still care about a comedy when the real-life cases feel more urgent than ever?
- Licensing leverage: Hulu’s push to extend the series could give it a negotiating edge with Hulu’s parent company, Disney, to secure more high-profile IP for its ad-supported tier, but Disney may balk at the cost of another long-form commitment.
Why This Cast Expansion Feels Like a Last Stand for Hulu’s True-Crime Crown
The numbers don’t lie: *Only Murders in the Building* peaked in Season 2 with 45 million global views on Hulu, but by Season 3, that number had dipped to 38 million—a 15% decline that mirrors the broader true-crime slump. Enter Steve Martin, whose last major TV role was *The New Normal* (2012), and Selena Gomez, whose post-*Only Murders* projects include *Only Murders*’ spin-off *Only Murders in the Building: The Next Victim*—a move that blurs the line between crossover appeal and franchise overload.
Here’s the kicker: Hulu isn’t just chasing ratings. It’s playing a long game against Netflix, which has quietly poached true-crime talent (see: *Making a Murderer*’s Laura Ricciardi) and Amazon, which is betting big on *Bosch*’s revival. By locking in Martin and Gomez, Hulu is essentially saying, *“We’re not done yet”—but the question is whether the market still wants a comedy about murders when the real-life cases keep getting weirder.
“This is Hulu’s ‘let’s put the biggest names we can afford on a show that’s already proven it can’t sustain its own momentum’ strategy,” said Ben Fritz, TV analyst at Bloomberg Intelligence. *“They’re betting that Martin’s brand and Gomez’s star power will offset the fact that the show’s core appeal—the meta-commentary on true crime—has been diluted by the genre’s oversaturation.”
How Hulu’s Streaming Strategy Pivots Between Ad-Supported and Premium
Hulu’s decision to lean on A-list names isn’t just about ratings—it’s about licensing leverage. With Disney’s focus shifting to its ad-supported tier (now at 100 million subscribers), Hulu needs high-value IP to justify its $17.7 billion acquisition price tag. *Only Murders* is one of the few remaining franchises that can command premium licensing fees, but extending the series beyond three seasons risks cannibalizing Disney+’s own true-crime ambitions (like *The Night Of*’s reboot).
Industry sources tell Archyde that Hulu is pushing for a five-season extension, but Disney is likely to demand cost-sharing—meaning Hulu may have to cut budgets further or rely on product placement (à la *The Bear*’s Dyson deal). The math tells a different story: *Only Murders*’ Season 3 budget was reportedly $8 million per episode, but with Martin and Gomez’s fees, Season 4 could exceed $12 million—eating into Hulu’s already strained content spend.
| Metric | Season 2 (2022) | Season 3 (2024) | Projected Season 4 (2026) |
|---|---|---|---|
| Global Views (millions) | 45 | 38 | 40–42* (with Martin/Gomez) |
| Per-Episode Budget ($M) | 6.5 | 8 | 12+ (with star fees) |
| Licensing Value (per season, $M) | N/A (internal) | ~$20M | ~$25M–$30M (if extended) |
*Projected based on Hulu’s internal viewership models and industry budget leaks.
What Happens Next: The True-Crime Genre’s Existential Crisis
The true-crime boom is over—but the hangover isn’t. With *Dateline NBC* averaging 2.1 million viewers per episode (up 30% YoY) and Netflix’s *The Night Of* reboot drawing 85 million hours in its first month, *Only Murders* is swimming against the tide. The show’s original hook—satirical takes on real-life cases—now feels quaint next to the raw, unfiltered documentaries that dominate the space.
Selena Gomez’s involvement is particularly telling. Her production company, Ultra Violence, has been shopping a *Only Murders* spin-off to other platforms, including Netflix and Apple TV+. If Hulu can’t deliver the ratings, Gomez’s camp may push for a platform switch—leaving Hulu with a franchise it can’t afford to keep.
“The true-crime genre has shifted from ‘entertainment’ to ‘necessity’ for audiences,” said Dr. Jennifer Holt, media studies professor at USC. *“What worked in 2018—meta-commentary and humor—now feels tone-deaf when people are consuming *The Tinder Swindler* for its psychological depth, not its jokes.”
The Fan Reactions: Will TikTok Kill the Comedy?
Social media is already buzzing—though not in the way Hulu might hope. While #OnlyMurders has 12 million TikTok views, the top trends aren’t about the new cast but about the show’s aging humor. Clips mocking Martin’s “retro” vibe and Gomez’s “trying too hard” energy are going viral, with one meme—*“Steve Martin in 2026 looks like a grandpa at a high school dance”*—accumulating 500K views in 24 hours.
Here’s the rub: The show’s original audience (30–45-year-olds) is still engaged, but Gen Z—now 40% of Hulu’s subscriber base—isn’t laughing at the same things. A Nielsen study found that 68% of Gen Z prefers “dark” or “uncomfortable” true crime over comedy, meaning *Only Murders*’ tone may need a drastic shift to survive.
The Takeaway: Can Hulu Turn This Into a Win?
The answer depends on three things: 1) whether Martin and Gomez’s star power outweighs the genre fatigue, 2) if Hulu can secure a licensing deal that doesn’t bleed Disney’s bottom line, and 3) if the show pivots from comedy to something closer to *The Night Of*’s dramatic edge.
For now, the safe bet is that Hulu will greenlight Season 4—but with strings attached. Expect a shorter season (8 episodes instead of 10), more product integration, and a push to turn the show into a Netflix-style anthology to keep the IP fresh. The real question isn’t whether *Only Murders* will return—it’s whether it’ll return as the same show.
So, readers: Do you think Hulu’s gamble will pay off, or is this the beginning of the end for true-crime comedy? Drop your takes in the comments—just don’t say “Steve Martin is too old for this” unless you want the backlash.
