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State of the Screens

Martin Scorsese’s biggest opening weekend ever was on Netflix — but there’s a catch

By December 12, 2019No Comments

Key details for The Irishman over the initial week according to Nielsen:
1) 3.5 hours in length
2) 17.1M total viewers
3) 13.2M average minute audience
4) 3.9M total viewers on day one
5) 751K completed on day one
6) 19% completion rate on day one

FWIW: Netflix released its own viewer number of 26M.

Average minute audience over the initial week according to Nielsen:
1) Bird Box – 16.9M
2) The Irishman – 13.2M
3) El Camino – 8.2M

Netflix has three categories for movie viewers:
1) Starters – Watch at least 2 minutes
2) Watchers – Complete at least 70%
3) Completers – Finish movie

Completion % on day one, according to Nielsen:
1) The Irishman – 18%
2) Bird Box – 18%
2) El Camino – 11%

Media age of viewer:
1) The Irishman – 49
2) Netflix – 31

Video: Netflix Film Chief Scott Stuber Says Streamer Planning to Release More Audience Numbers

More #1: ‘The Irishman’ VFX Supervisor Details De-Aging De Niro in New Episode of ‘Behind the Screen’

More #2: Why Watching ‘The Irishman’ At Home Is Better Than In A Theater

More #3: Despite Controversy, ‘The Irishman’ Is Netflix’s Biggest Theatrical Release at Home and Abroad

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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