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Nielsen released United States viewership data Tuesday for one of the most talked-about films this season, the Sandra Bullock thriller “Bird Box” for Netflix.
On its premiere date of Friday, Dec. 21, “Bird Box” averaged 2.92 million viewers (based on per-minute data) and reached 3.49 million unique viewers (unduplicated audience). Its premiere reach tallied well behind Will Smith’s “Bright” Netflix premiere from Dec. 22, 2017 (5.35 million). However, “Bird Box” would exceed “Bright” in the comparable days that followed. By the final Sunday of the calendar year (ten days of Netflix release), “Bird Box” reached 36.65 million unduplicated viewers, versus the 23.48 million for “Bright”.
Reach Build (Unduplicated Audience)
Bird Box
Friday, Dec. 21, 2018: 3.485 million viewers
Dec. 21-22, 2018: 7.939 million (+4.454 million from the previous day)
Dec. 21-23, 2018: 11.678 million (+3.739 million from the previous day)
Dec. 21-24, 2018: 14.932 million (+3.254 million from the previous day)
Dec. 21-25, 2018: 18.882 million (+3.950 million from the previous day)
Dec. 21-26, 2018: 22.846 million (+3.964 million from the previous day)
Dec. 21-27, 2018: 25.979 million (+3.133 million from the previous day)
Dec. 21-28, 2018: 29.840 million (+3.861 million from the previous day)
Dec. 21-29, 2018: 33.433 million (+3.593 million from the previous day)
Dec. 21-30, 2018: 36.649 million (+3.216 million from the previous day)
Bright
Friday, Dec. 22, 2017: 5.354 million viewers
Dec. 22-23, 2017: 9.522 million (+4.168 million from the previous day)
Dec. 22-24, 2017: 12.342 million (+2.820 million from the previous day)
Dec. 22-25, 2017: 15.181 million (+2.839 million from the previous day)
Dec. 22-26, 2017: 17.515 million (+2.334 million from the previous day)
Dec. 22-27, 2017: 19.011 million (+1.496 million from the previous day)
Dec. 22-28, 2017: 20.073 million (+1.062 million from the previous day)
Dec. 22-29, 2017: 21.161 million (+1.088 million from the previous day)
Dec. 22-30, 2017: 22.408 million (+1.247 million from the previous day)
Dec. 22-31, 2017: 23.480 million (+1.072 million from the previous day)
Source: Nielsen SVOD Content Ratings
Only the second season of the hit Netflix series “Stranger Things” reached more of an unique audience than “Bird Box” (25.98 million) across seven days but Nielsen states the margin between the two titles are less than 1 million.
In terms of per-minute viewership, “Bird Box” had its most-watched day on Friday, Dec. 28, one week after its initial Netflix release. It nearly drew 3.9 million viewers on that date.
Average Minute Audience
Bird Box
Friday, Dec. 21, 2018: 2.922 million viewers
Saturday, Dec. 22, 2018: 3.684 million
Sunday, Dec. 23, 2018: 3.604 million
Monday, Dec. 24, 2018: 2.924 million
Tuesday, Dec. 25, 2018: 3.696 million
Wednesday, Dec. 26, 2018: 3.864 million
Thursday, Dec. 27, 2018: 3.535 million
Friday, Dec. 28, 2018: 3.895 million
Saturday, Dec. 29, 2018: 3.653 million
Sunday, Dec. 30, 2018: 3.070 million
Source: Nielsen SVOD Content Ratings. United States viewership only.
In addition:
* “Bird Box” skewed relatively young, with the highest concentration of viewers being ages 18-34 at 36 percent.
* About 57 percent of the film’s audience was female; 43 percent was male.
* Almost half of the audience (46 percent) were either African American or Hispanic, the highest concentration observed across the Netflix originals analyzed. About 22 percent of viewers were Hispanic, while 24 percent were African American.
