The newest batch of episodes of StrangerThings, which arrived on Netflix the same day that ObiWanKenobi premiered on Disney+, powered the show to 5.1 billion minutes of U.S. streaming in its first three days, according to Nielsen
, with shorter and fewer episodes, had a more subdued launch with about 1 billion minutes. Even so, its debut was the biggest ever for Disney+ and it also made history as the first non-film title to hit 1 billion minutes of viewing in its first week.
The numbers were captured during the week of May 23 to 29. The series debuted on May 27 in a head-to-head clash at the start of the long Memorial Day weekend, aswas also making its theatrical bow. Nielsen released the figures for the two series today, a departure from its usual rhythm of delivering streaming stats about a month after the fact, and generally on Thursdays., with the first seven episodes landing in May and the final two hitting the service in July.
Even with the split premiere pattern, a notable variation from Netflix’s defining binge-release model, comparing the two series is a complicated process. It is also worth noting that the statistics that matter most in the overall streaming competition are those pertaining to subscriber levels and average revenue per user. In the traditional media era, overnight linear ratings or weekend box office were relied on as universal indicators of expected financial outcomes.
Since 2020, Nielsen has been tracking weekly streaming in the U.S. and now monitors five services: Netflix, Amazon Prime Video, Apple TV+, Disney+ and Hulu. Other new players like HBO Max, Peacock and Paramount+ are not included in the weekly numbers. Both Netflix and Disney are hungry for new hits as they do battle in streaming. After two straight soft quarters, including a report in April of its first subscriber loss in more than a decade last April and a bleak outlook for the current quarter, Netflix has seen its stock price lose more than two-thirds of its value. Disney’s shares have also come under pressure despite a massive rebound in its theme park business, with Wall Street taking a newly critical view of streaming.
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