Prime Video’s New James Bond Series Scores a Near-Perfect Rotten Tomatoes Rating — Fans Can’t Get Enough

Prime Video has a new fixation, and it is a sharp one. BAIT is a dark comedy that swings big at fame, identity, and the grind of getting your shot — and it does it with a surreal, satirical streak that actually lands.

So what is BAIT?

Created by and starring Riz Ahmed, the series follows Shah Latif, a London actor who goes into a full-blown existential tailspin after auditioning for the role of a lifetime: James Bond. From there, his world gets weird and uncomfortably honest in the best way. The show is very funny, edgy without being mean, and never so self-serious that it forgets to entertain. Under the jokes, it digs into what it takes to stay in the room when you are not the default — representation, immigrant life, cultural identity, code-switching — all handled with brains and bite instead of lectures.

Why people are into it

• It is both surreal and grounded: big comedic swings anchored by a very relatable actor-in-crisis story.
• It actually talks about being brown in the industry — the awkwardness, the pain points, the pressure — without turning into a TED Talk.
• It weaves in social anxiety, messy family dynamics, and the wider diaspora experience with a light touch.
• It is edgy but not cruel, and it knows when to punch up.
• Late in the season, it pivots toward a thriller vibe that mirrors Shah's unraveling, and yes, that shift works.
• Viewers are also having fun reading it as Ahmed cheekily auditioning for 007, which, fair.

The buzz

Critics and audiences are pretty aligned on this one: BAIT is smart, snappy, and it uses comedy to get closer to the truth instead of hiding from it. One viewer said they tore through every episode and especially loved the late-season tonal swing into thriller territory because it externalizes Shah's internal conflict — a neat trick that gives the back half real momentum.

"The series is at once satirical and celebratory; Bait feels abundant, both in its presentation of a culture, which has the ring of documentary truth, and as a beautifully realized work of art."

Bottom line

BAIT is that rare show that can roast the industry and still feel generous about the people in it. It is funny, a little wild, and quietly devastating when it wants to be. If you want a series that pushes boundaries and still hits those human beats, queue it up on Prime Video. And if you spot your own favorite moment, drop it in the comments — I am betting it involves a tux, a martini, and a crisis of identity.