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Nielsen: Disney’s ‘Turning Red’ Heir Apparent to ‘Encanto’

Disney/Pixar Animation’s Turning Red blew away the competition for most-streamed content across Nielsen household televisions for the week ended March 13. The movie tracked more than 1.7 billion minutes, besting Netflix series “The Last Kingdom” with 1.42 billion minutes, “Pieces of Her” with 1.415 billion minutes, and original movie The Adam Project with 1.36 billion minutes.

“What’s interesting about Turning Red is that the audiences are almost identical to Encanto,” Brian Fuhrer, SVP of content strategy at Nielsen, said on the webcast. “Both are about 40% multicultural, 43% kids 2-11 years old, but Turning Red audiences are more than twice as likely to be Asian.”

Amazon Prime Video for the second straight week landed an original program on the Nielsen chart with “The Marvelous Mrs. Maisel” tracking 702 million minutes across 34 episodes. Amazon’s strategy releasing two new episodes weekly continued to resonate with viewers.

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Amazon’s second and third charters, “Upload,” tracked 441 million minutes across 17 episodes in its debut launch, while “Reacher” hung on in the Top 10 with 337 million minutes across eight episodes.

“A first for Amazon with three titles in the Top 10 originals list, each with a separate audience,” Fuhrer said.

Indeed, “Upload” tracked younger viewers, while “Reacher” was on the opposite end of the age demo. “Mrs. Maisel” tracked predominantly female viewers, but equal among age groups.

Source: Nielsen Streaming Content Ratings (Amazon Prime, Disney+, Hulu, Netflix and Apple TV+), Nielsen National TV Panel, U.S. Viewing through Television.

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