The latest season of the Apple TV+ hit "Ted Lasso" has faced scrutiny from both audiences and critics, despite its deliberate focus on women's soccer and progressive gender politics. The show's creators appear to be engaged in a challenging endeavor: trying to satisfy a demographic of critics whose demands seem perpetually unfulfilled.
Season 4 of "Ted Lasso" centered its narrative on the establishment and challenges of a women's soccer team. Early episodes immediately introduced themes of gender politics, including a character referencing "white male privilege" and a comparison drawn between the historical exclusion of Black baseball players and the limitations faced by women in soccer. The narrative explored issues such as sponsorship difficulties, childcare challenges for players, and accusations of "reputation-laundering" and "fake allyship" by executives in women's sports.
Despite these explicit attempts to address progressive concerns, reviews from figures aligned with those viewpoints were largely critical. TIME critic Judy Berman argued that the show "Doesn't Know What to Do With Women's Soccer," suggesting Ted's presence felt "paternalistic" and that the character sometimes resembled a "cringey, try-hard male feminist." Berman also contended that female characters were still viewed through a "male gaze" and that more qualified female coaches could have been chosen for Ted's role.
Similarly, Variety critic Alison Herman noted that "feminist commentary was never the series' strong suit" and felt that male characters remained "load-bearing" protagonists, even with the show's new focus. The Times of London's Carol Midgley criticized the decision to sideline a female character in favor of Ted and suggested some storylines played into gender stereotypes, even arguing the show could be seen as "sexist."
The show's creators, including co-creator Brendan Hunt and star Jason Sudeikis, engaged in promotional activities that appeared to target a progressive audience. Hunt appeared on the podcast of Sarah Spain, a commentator known for her left-wing activism, and the cast attended an event moderated by activist Megan Rapinoe. These choices suggest an effort to align the show with voices that champion the themes it was attempting to explore.
Despite these efforts, the critical reception suggests that the perceived grievances were not adequately addressed to the satisfaction of these particular critics. Even a conversation recounted by Spain, where activist Malala Yousafzai suggested the show should be renamed "Rebecca" because Ted's success was contingent on a female owner's permission, highlights a continued focus on male-centric narratives, regardless of the show's explicit thematic shifts.
Upon its premiere, "Ted Lasso" Season 4 achieved significant viewership, reportedly generating 296.6 million viewing minutes in the U.S. across its first two days and becoming the most-streamed program on August 5. Apple TV+ hailed it as the biggest launch in the service's history. However, Apple has not released subsequent episode-by-episode viewership data, leading to speculation about audience retention as the season progressed.
The article posits that Hollywood studios often attempt to reshape popular franchises to meet the demands of progressive critics, diversifying casts and injecting approved social messages. This approach, it argues, can result in a less entertaining product, yet still fails to earn consistent satisfaction from these critics. The piece suggests that the constant demand for criticism, rather than resolution, can undermine the perceived value of such efforts. The ongoing attempt to satisfy these critics, it concludes, may be a losing battle for Hollywood.