This show has cult following written all over it. This is the first official television sitcom made specifically for the internet, if I recall right, meaning this is already history-making. The future of TV will be the internet, I guess it already is, but Goodnight Burbank could be on NBC, or one of its cable subsidiaries, as well. That it is soley on HULU makes this a first. That definitely helps its cult show status.
I can also see not everyone liking this show. I promoted this show on Facebook, knowing full well some of my 'friends' there, generally more religious family members, wouldn't like this show. The narrower audience helps with cult show status.
Not sure if this helps, but I tell people "If they like 'The Office', or its style of comedy, they would probably like this." I'm not sure that is fair, as I generally don't like "The Office" myself.