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Samba TV Data: ‘Don’t Look Up’ Most Viewed, ‘Nightmare Alley’ Posts Biggest Post-Nom Viewership Jump Among Best Picture Oscar Contenders

Netflix’s Don’t Look Up has tallied the most views, while Nightmare Alley — streaming on both Hulu and HBO Max — has garnered the most views post nomination, according to a Samba TV analysis of the streaming patterns of films nominated for the Academy Award for Best Picture.

Don’t Look Up has swept the others with nearly double the viewership of runner-up Dune since it premiered. The darkly comic satire has been viewed by 10.3 million households vs. 5.3 million households for the sci-fi film based on the Frank Herbert novel. (Note: Data does not take into account the fact that some titles were available for longer periods of time.)

CODA, streaming on Apple TV+, tallied the highest increase in percentage of viewership from pre-Oscar announcement to post, although it trailed in overall viewership.

Meanwhile, viewers in  Los Angeles, where many of the Oscar voters live, preferred West Side Story, which started streaming March 2 on HBO Max and Disney+.

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While Don’t Look Up has garnered the most views, only 6% of its views occurred post-nominations, while every other title clocked more than twice that percentage uptick (averaging 15%) during that time. 

“There is a tight race forming for this year’s best picture,” Cole Strain, Samba TV’s VP of measurement products, said in a statement. “While much of the media attention has focused on frontrunners like CODA and The Power of the Dog, if streaming audiences decided the winner, then we might be in for an upset for either Nightmare Alley, which has picked up streaming momentum since February, or Don’t Look Up, which has been streamed by more households than any other best picture nominee. If Academy voters who live in Los Angeles have their way, we might see another upset, as Los Angeles seems to have embraced West Side Story as the only movie to overindex in the market, perhaps giving Steven Spielberg the inside track to pick up another best picture win.”

Samba TV tracks 46 million addressable TV devices globally.

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