Jeremy Clarkson bought a 1,000-acre (400 ha) farm near Chipping Norton in West Oxfordshire in 2008. The farm was renamed Diddly Squat by Clarkson to indicate its lack of productivity. The first series premiered on Amazon Prime Video on 11 June 2021. In July 2021, it was renewed for a second series, which premiered on 10 February 2023 and became the most-watched Prime Video original series in the UK. The series has received positive reviews and has been praised for raising public awareness of the British farming industry on the international stage.