Netflix's 'Stranger Things 2' Delivers 15.8M Viewers In 3 Days
- by Wayne Friedman , November 3, 2017
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.
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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.
Wayne, are the Nielsen numbers for Netflix total audience ( reach ) stats or are they average minute ratings? If they are total reach, the numbers are not comparible with the usual "linear TV" ratings which are shown on an average minute basis. Also, as Netflix has more viewing tonnage than any individual broadcast TV network, it's not surprising that a highly touted series like this does well. However, we should note that, per the Nielsens---only about 10% of the Netflix subscriber base watched---which is rather low, it seems to me. Finally, I realize that its data for the first three days but only 361,000 Netflix subs watched all nine episodes? If "binge watching" is the new "normal" as we are constantly told, this seems like a fairly small percentage of the audience----perhaps the rest will catch up later, I guess.
These ratings aren't comparable with much of anything, and aren't accurate assessemtns of Netflix viewing either:
-Does not count mobile, a big growth area.
-Does not count viewing outside the US, another big growth area.
-Makes the assumption that now is a good time to decide "well nobody is going to watch anymore of season 2 of Stranger Things so let's get an assessment of that." Personally I haven't had time to even start season 2, much less finish. We have no real idea how long it takes for "most" viewers to have watched the show if they're going to. Is it weeks? Months? Years? Without that number, there is no good reason to ever decide "now" is the time for a meaningful assessment.
What I'm curious about: who exacly is going to pay Nielsens for these iffy numbers and why? With no paying customers, Nielsens is not going to keep doing this forever.
Nielsen is paid by a wide range of subscribers, including the broadcast TV networks, cable channels, sybdicators, ad agencies, content producers, financial analysts, etc. on the grounds that it provides information about all of TV that can be measured in the U.S. As measuring Netflix's audience is part of this just about every Nielsen subscriber will be happy to see its data included---even if Netflix doesn't want an independent source researching its audience attainment prowess. Netflix can hold out as long as it wants----that will make no difference to Nielsen at all.
Ed - Read the article again. That 381,000 figure is for the FIRST DAY, not the first three days. That's insane, if you think about it. Nine hours of TV in one day shows a serious dedication. Over the first three days, it seems as though four million people (households?) watched all nine, based on the figures reported.
Michael, the propaganda machine is telling us that "binge viewing" is the "new normal" for almost all viewing and certainly for Netflix. In my book, the puny total of 361,000 people watching all nine episodes of the new series in one day is hardly a sign that most of these shows are mainly watched on a "binge viewing" basis-----as opposed to the normal way---one episode at a time. The average Netflix subscriber devotes only 50 minutes per day to its content so, obviously, the "binge viewing is the new norm" conention isn't really accurate---or even close to accurate. Yes, it happens, once in a while, and more so for an interesting new series----but there are only so many of these----- they aren't being launched every day, are they?