Following on the heels of an announced effort to measure subscription-video-on-demand programming, Nielsen has released viewing data for a top Netflix show, “Stranger Things 2,” which roughly shows its competitiveness with traditional TV programming.
During the first three days of its availability, October 27-October 29, the first episode of “Stranger Things 2” averaged 15.8 million U.S. viewers for 2 years+ and nearly 11 million 18-49 viewers.
Nielsen did not offer any comparisons of the Netflix show -- measured by its new SVOD metric -- to that of traditional national TV ratings, which analyze linear, ad-supported TV programming.
When looking at recently released Nielsen broadcast TV ratings, the Netflix show roughly compares well against a number of top-rated entertainment shows.
For example, CBS' "NCIS" episode posted 15.8 million total viewers in the Nielsen live program-plus-three days of time-shifted viewing metric for the week ending October 22. NBC’s “This Is Us” earned 15 million total viewers.
The following week -- running against Fox’s World Series -- a “NCIS” episode earned 13.3 million total viewers for live program-plus-same day viewing. “This Is Us” earned 10.6 million total viewers.
Looking at a big cable TV entertainment series, AMC’s “The Walking Dead,” for the first episode of its eighth season on October 22, posted 11.4 million viewers. It is also being measured using Nielsen’s live program-plus-same day ratings.
Nielsen says within the first day of its availability, 361,000 people watched all nine episodes of Netflix’s “Stranger Things 2.” Within the first three days, every one of those nine episodes averaged more than 4 million total viewers overall and 3 million 18-49 viewers.
In addition, over the first three days, U.S. viewers “binge” watched an average 2.9 episodes of “Stranger Things 2” in one sitting.
Nielsen intends to broaden out its SVOD measurement service to include other SVOD major platforms.