Nielsen Expands Streaming Video Tracking

Nielsen April 22 announced the launch of Nielsen Streaming Video Ratings, a syndicated service that provides visibility into total viewership and advanced audience demographic insights by streaming platform alongside linear TV ratings.

The new software aims to give media buyers the ability to make more-informed decisions about their advertising investments, while sellers can better assess competition and understand audience composition to better monetize their premium content.

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As viewing consumption continues to shift across linear and streaming services, it is critical to have full visibility into viewership trends across linear TV, VOD, subscription and ad-supported streaming services and audience demographic information such as race/ethnicity, household income, device types inside the home and location.

Nielsen Streaming Video Ratings will allow content creators, studios, platforms and advertisers to know which demos are engaging with the content, where content opportunities may be, which platforms are gaining momentum (and why) and which categories are driving the most engagement.

Nielsen estimates that among homes that can stream the share has gone from 18% to 25% in only a year’s time — a seven-percentage-point increase in a behavior that continues to see audience adoption and increased use. This type of audience shift is even more acute when looking at certain age and ethnic demographics, crucial insights for the entire media ecosystem to understand when creating, licensing, marketing and even casting talent of content.

For example, according to Nielsen Streaming Video Ratings among homes that are streaming capable, Netflix now accounts for about 7% of total TV time. One-third of streaming-capable homes access between three and four SVOD services per month, but nearly half of homes also use an ad-supported VOD service as well. Beyond SVOD and AVOD, linear streaming, such as online TV apps, has also emerged as a popular and viable consumer content option according to insights uncovered via Nielsen’s SVR service.

“By 2024, it’s estimated that streaming platforms will have amassed 210 million subscribers, which represents a staggering number of consumers and a major shift in media habits,” Kevin Rini, SVP of product management at Nielsen, said in a statement. “It will help any business buying, selling or investing in media to have the clear picture of the impact of these consumer shifts.”

At launch, Nielsen Streaming Video Ratings will include viewership details from 10 top streaming platforms as well as seven categories of apps including subscription-based, ad-supported, network, social, gaming as well as multichannel video programming distributors (MVPD) and online TV apps.

 

Nielsen: ‘The Last Blockbuster’ Doc Resonated With TV Streamers

Netflix’s streaming of “The Last Blockbuster,” the documentary showcasing the video chain’s last operating store and company legacy, was a hit with Nielsen households. The data tracker said TV viewers streamed 133 million minutes of the doc for the period from March 15-21.

The doc took on special meaning considering it was Netflix’s by-mail DVD rental and subsequent SVOD business models that contributed to Blockbuster’s decline as the country’s largest home video store.

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Nielsen, which tracks Netflix, Amazon Prime Video, Hulu and Disney+ viewership on household televisions, said the SVOD pioneer continues to dominate its weekly charts, with original series “Ginny & Georgia,” licensed show, “Criminal Minds,” and original movie, Yes Day, topping all charts.

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

 

Licensed Content:

Rank

SVOD Provider

Program Name

Number of Episodes

Minutes Streamed
(Millions)

1 Netflix “Grey’s Anatomy” 367 673
2 Netflix “Criminal Minds” 307 647
3 Netflix “NCIS” 353 569
4 Netflix “Cocomelon” 6 506
5 Netflix “Heartland” 158 458
6 Netflix “Schitt’s Creek” 80 400
7 Netflix “Supernatural” 328 358
8 Netflix “Law & Order: Special Victims Unit” 458 319
9 Netflix “Gilmore Girls” 153 295
10 Netflix “New Girl” 146 289

Movies:

Rank

SVOD Provider

Program Name

Number

Minutes Streamed
(Millions)

1 Netflix Yes Day 1 593
2 Netflix Savages 1 434
3 Netflix Operation Varsity Blues  1 291
4 Netflix Deadly Illusions (2021)
1 279
5 Amazon Coming 2 America 1 273
6 Disney+ Moana 1 266
7 Disney+ Raya and The Last Dragon 1 203
8 Disney+ Frozen II 1 146
9 Netflix Parker (2013) 1 135
10 Netflix The Last Blockbuster 1 133

Nielsen: Netflix’s ‘Ginny & Georgia’ Again Denies Disney’s ‘WandaVision’ in Top Weekly TV Streaming

Netflix original series “Ginny & Georgia” again held off a challenge from Disney+ franchise “WandaVision” to hold the No. 1 position on Nielsen’s weekly Top 10 chart for streamed content on the living room television the week of March 8-14.

The series saw viewership tumble 38% to 722 million minutes from 1.16 billion minutes in the previous-week period. That was still plenty enough to hold off “WandaVision,” which saw viewership freefall 58% to 388 million minutes across nine episodes from 924 million minutes following its season-ending ninth episode a week earlier.

In fact, Netflix’s “The Crown” moved past “WandaVison” with 449 million minutes to finish No. 2.

Amazon Prime Video’s Coming 2 America, licensed from Paramount Pictures and starring Eddie Murphy and Arsenio Hall, again topped original movies with 770 million minutes to easily outdistance Netflix’s newcomer, Yes Day with 402 million minutes, and Disney+ original Raya and the Last Dragon with 390 million minutes. The latter moved up one place after gaining 45 million minutes from the week before.

Licensed episodes of “Criminal Minds” again topped acquired streaming content with 699 million minutes across 307 episodes — underscoring the program’s enduring appeal for Netflix.

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

 

Licensed Titles

Rank SVOD Provider Program Name Number of Episodes Minutes Streamed
(Millions)
1 Netflix “Criminal Minds” 307 699
2 Netflix “Greys Anatomy” 366 628
3 Netflix “Cocomelon” 6 458
4 Netflix “Good Girls” 34 449
5 Netflix “NCIS” 353 441
6 Netflix “Schitt’s Creek” 80 438
7 Netflix “Heartland” 158 416
8 Netflix “Supernatural” 328 393
9 Netflix “Henry Danger” 65 332
10 Netflix “New Girl” 146 312

Movies

Rank SVOD Provider Program Name Number Minutes Streamed
(Millions)
1 Amazon Coming 2 America 1 770
2 Netflix Yes Day 1 402
3 Disney+ Raya and the Last Dragon 1 390
4 Netflix Parker (2013) 1 345
5 Disney+ Moana 1 201
6 Netflix I Care A Lot 1 196
7 Netflix Bigfoot Family 1 185
8 Netflix Moxie 1 158
9 Netflix The Dark Knight 1 157
10 Netflix Safe Haven 1 140

Nielsen to Begin Tracking Twitter Users for Video Marketers

Nielsen and Twitter April 8 announced the integration of Nielsen’s audience measurement onto Twitter’s video ad platform. The pact includes new access to Nielsen Media Impact and Nielsen Ad Intel and expanded access to Nielsen Total Ad Ratings. Together, these tools will enable Twitter to help video advertisers plan, maximize ad inventory and understand cross-media faster.

Social media giant Twitter features audio and video tweets limited to 140 seconds. In 2012, more than 100 million users posted 340 million tweets a day on the platform, and the service handled an average of 1.6 billion search queries per day.

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Nielsen Media Impact is a cross-media planning software incorporating TV ratings and digital content ratings, among other data metrics. It helps advertisers find insights into their target audiences, their lifestyle and media preferences so they can create connections with those audiences.

As media consumption evolves alongside consumer demand and digital-first strategies drive greater desire for comparable metrics, the need for a single, cross-media currency is increasing.

“Nielsen’s cross-media suite will make it easier to augment our client’s video strategy and planning with premium video inventory and optimize audience reach and frequency alongside other top video platforms,” Doug Brodman, director of North America agency and platform solutions, said in a statement. “Ultimately, this expanded partnership brings increased transparency, clarity and value to Twitter’s video solutions for our agency partners and advertisers.”

Twitter will also use Nielsen’s legacy TV Ratings data for added insights of ad campaigns across platforms, including Twitter Amplify, a video ad platform that gives marketers pre-roll and sponsorship opportunities for premium video content.

“To compete in a fragmented ecosystem, publishers require tools that help them plan their cross-media media strategies efficiently as well as provide deeper analysis and more robust insights of an advertiser’s campaign across screens,” said Jay Nielsen, SVP of planning products for Nielsen. “Twitter’s use of [Nielsen software] levels the playing field and ensures they have the same metrics and tools as agencies and advertisers, facilitating alignment on a common goal and plan.”

Nielsen: Brand Integration Key to Marketers for Ad-Free SVOD

With advertising not on the table for marketers thus far on Netflix, Amazon Prime Video and Disney+, consumer brands looking to capitalize on the SVOD powerhouse’s subscriber bases need to get resourceful.

With 23% of the total time spent in front of the television during an average week last December devoted to streaming video, Americans streamed more than 132 billion minutes, with big SVOD providers such as Netflix and Prime Video accounting for more than half (53%) of the distribution, according to new data from Nielsen.

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While product placement in movies and TV shows isn’t new, one of the most basic tenets of an advertising plan remains the ability to deliver the right message to the right consumer. Today, marketers are employing new tactics such as becoming part of content storylines, amplifying their presence well beyond passive product insertions.

With Netflix generating almost 75 million subscribers in North America through 2020, Nielsen contends 10.4% of the streamer’s audience for original series “Cobra Kai” does not watch traditional linear television. As a result, brands such as Enterprise Car Rental, Coors, Dell Computer and Mercedes Benz featured prominently in the first two seasons of “Kai.”

Besides placement, Coors actually factored into the storyline of series character Johnny Lawrence. It’s his favorite beer, and he drinks a lot of it on the show. That calculated product favoritism paid off for Coors.

Nielsen says the Golden, Colo.-based brewer’s exposure on the show garnered almost 170 million equivalized and valued impressions among viewers 21 and older through the first four weeks the program was available on Netflix. Separately, character Daniel LaRousso runs a car dealership, and thus it’s no surprise that cars play a notable role in the plot, including the destruction of Johnny’s beloved Firebird and the Dodge Challenger that ultimately replaces it.

However, much of the inventory at Daniel’s lot, however, is luxury cars,
which provides Mercedes-Benz, Audi and others the opportunity to take center stage throughout the episodes.

Brand integrations in “Cobra Kai” delivered Mercedes-Benz on average more than 43 million impressions among viewers 18-49, according to Nielsen. And in the first four weeks of being available on Netflix, season one of “Kai” delivered Dell more than 70 million impressions to viewers 18-49, a key age demo for computer users.

“Branded integrations in SVOD programming don’t just provide exposure in an ad-free environment, they reach audiences that traditional TV typically doesn’t,” read the report. “SVOD programs tend to reach lighter viewers of traditional TV, which makes the incremental reach of SVOD significant.”

Indeed, in a four-week period, Nielsen found that 19% of the combined total audience exposed to both “Cobra Kai” and linear-TV programming featuring Coors ads watched only “Cobra Kai.”

“Branded integrations provide advertisers and agencies with a modern way to integrate brands into the burgeoning streaming realm while simultaneously gaining incremental reach,” Nielsen wrote.

 

Nielsen: Amazon’s ‘Coming 2 America’ Dominates Weekly Streaming

Amazon Prime Video’s pandemic decision to license Paramount Pictures’ Coming 2 America paid dividends, with the sequel co-starring Eddie Murphy and Arsenio Hall topping all content streamed on living room televisions for the week of March 1-7, according to new data from Nielsen.

Paramount sold the movie rights after exhibitors were forced to shut down due to government mandates due to coronavirus infection concerns.

The movie tracked more than 1.4 billion minutes streamed, easily topping Netflix’s Bigfoot Family and Golden Globe winner I Care a Lot with 363 million minutes each respectively. It marked the first time a non-Netflix title has finished atop the weekly chart Nielsen launched last September.

Brian Fuhrer, SVP of product strategy, said 40% of the movie’s viewers originated in black homes, which he said helped place a motion picture ahead of original TV and licensed content.

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“It’s very rare for a movie to take the top slot,” Fuhrer said. “We have to go all the way back to [Netflix’s] Spenser Confidential, and more recently [Disney’s] Soul, which was supplanted by [Warner Bros. Pictures’] Wonder Woman 1984 for a movie to win the week.”

Notably, “WandaVision” (924 million) could not unseat Netflix’s “Ginny & Georgia” (1.16 billion) for top spot on the original series chart.

“‘WandaVision’ had a great run, in the top 10 every week, it just couldn’t take the top slot,” Fuhrer said. “I think this was the peak.”

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

 

Licensed Content

Rank

SVOD Provider

Program Name

Number of Episodes

Minutes Streamed
(Millions)

1 Netflix “Criminal Minds” 307 929
2 Netflix “Grey’s Anatomy” 366 858
3 Netflix “Good Girls” 34 579
4 Netflix “NCIS” 353 555
5 Netflix “Schitt’s Creek” 80 493
6 Netflix “Cocomelon” 6 475
7 Netflix “Heartland” 158 475
8 Netflix “iCarly” 60 431
9 Netflix “Supernatural” 328 400
10 Netflix “The Sinner” 24 334

Movies

Rank

SVOD Provider

Program Name

Number

Minutes Streamed
(Millions)

1 Amazon Coming 2 America 1 1,413
2 Netflix Bigfoot Family 1 363
3 Netflix I Care a Lot 1 363
4 Disney+ Raya and the Last Dragon 1 355
5 Netflix Moxie 1 257
6 Netflix Biggie: I Got A Story To Tell 1 203
7 Disney+ Moana 1 185
8 Netflix The Dark Knight 2 176
9 Netflix No Escape 1 141
10 Disney+ Frozen 1 134

Nielsen: Netflix’s ‘Ginny & Georgia’ Denies Disney’s ‘WandaVision’ Top Spot on Weekly SVOD Chart

In another strong week for female-led TV shows and movies streaming on household televisions, the original Netflix series debut of “Ginny & Georgia” came in at No. 1, even beating Disney+’s much-hyped “WandaVision.”

That’s according to Nielsen’s weekly tracking of programming on Netflix, Hulu, Disney+ and Amazon Prime Video, the week ended Feb. 28.

According to Nielsen, “Ginny” generated 953 million minutes across 10 episodes. That was followed by licensed show “Good Girls,” which tracked 898 million minutes across 33 episodes. Netflix’s award-winning movie I Care A lot, starring Rosamund Pike, again topped feature films with 807 minutes.

“Three very female-driven pieces of content, accounting for about 37% of total viewing across this Top 10,” said Brian Fuhrer, SVP of product strategy.

“WandaVision” tracked its highest-ever week on the Nielsen chart with 732 million minutes across eight episodes. Notably, the series ranked No. 1 among males across all charts.

“Maybe [WandaVision has] found its audience, or its audience has found [the show],” Fuhrer said.

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Meanwhile, original movie I Care A Lot actually added minutes streamed, a rarity among feature films, which typically lose their appeal quickly.

Finally, Hulu had two movies on the chart: United States vs. Billie Holiday joining last week’s charter Nomadland. Both titles have been nominated for Oscars, including Andra Day and Frances McDormand for best lead actress, respectively.

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

 

Rank

SVOD Provider

Program Name

Number of Episodes

Minutes Streamed
(Millions)

1 Netflix “Good Girls” 33 898
2 Netflix “Criminal Minds” 307 800
3 Netflix “Grey’s Anatomy” 366 767
4 Netflix “Schitt’s Creek” 80 540
5 Netflix “Cocomelon” 6 534
6 Netflix “I-Carly” 60 531
7 Netflix “Heartland” 158 519
8 Netflix “NCIS” 353 507
9 Netflix “Outlander” 55 431
10 Netflix “The Sinner” 24 426
Rank

SVOD Provider

Program Name

Number

Minutes Streamed
(Millions)

1 Netflix I Care a Lot 1 807
2 Netflix Bigfoot Family 1 335
3 Disney+ Moana 1 197
4 Netflix The Conjuring 2 1 184
5 Disney+ Flora & Ulysses 1 180
6 Disney+ Frozen 1 140
7 Hulu United States vs. Billie Holiday 1 124
8 Disney+ Frozen II 1 123
9 Disney+ Avengers: Endgame 1 105
10 Hulu Nomadland 1 97

Nielsen: Netflix’s ‘Cecil Hotel,’ Globe-Winning ‘I Care a Lot,’ ‘Good Girls’ Dominate Weekly TV Streaming

Netflix’s knack for eccentric creepy docu-series continues to resonate with viewers, as “Crime Scene: The Vanishing at the Cecil Hotel” generated 806 million minutes across four episodes on household televisions for the week ending Feb. 21, according to new data from Nielsen.

The series about the vanishing and gruesome discovery of a Canadian tourist in the 87-year-old, low-budget Cecil Hotel in downtown Los Angeles reached the top of the chart after debuting with more than 1.2 billion minutes in the No. 2 spot during the previous-week period.

The new ranking dislodged from No. 1 Netflix original girlfriend comedy “Firefly Lane” with 780 million minutes. Rounding out the podium again was Disney’s “WandaVision,” which had viewership skyrocket to 780 million minutes across seven episodes, from 596 million the week before.

Notably in the No. 4 spot, “Behind Her Eyes,” the time-shifting thriller featuring Irish actress Eve Hewson, daughter of U2 front man Bono, which generated 677 million minutes across six episodes.

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Netflix’s Golden Globe-winning feature film, I Care a Lot, starring British actress Rosamund Pike, dominated movies streamed with 790 million minutes — more than three times the minutes of runner-up Flora & Ulysses with 238 million. Disney’s long-running Moana completed the podium with 222 million minutes.

Hulu made its first appearance on Nielsen chart with Oscar-nominated Nomadland, generating 139 million minutes in No. 8 spot.

Finally, re-runs of “Good Girls, “Criminal Minds” and “Grey’s Anatomy” comprised the podium of top licensed programming on Netflix.

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

 

Licensed TV Shows:

Rank

SVOD Provider

Program Name

Number of Episodes

Minutes Streamed
(Millions)

1 Netflix “Good Girls” 34 1,o70
2 Netflix “Grey’s Anatomy” 366 892
3 Netflix “Criminal Minds” 303 877
4 Netflix “I-Carly” 60 863
5 Netflix “The Sinner” 24 744
6 Netflix “Schitt’s Creek” 80 692
7 Netflix “Heartland” 157 678
8 Netflix “Outlander” 55 621
9 Netflix “Cocomelon” 6 521
10 Netflix “NCIS” 353 510

Movies:

Rank

SVOD Provider

Program Name

Number

Minutes Streamed
(Millions)

1 Netflix I Care a Lot 1 790
2 Disney+ Flora & Ulysses  1 238
3 Disney+ Moana 1 222
4 Netflix To All the Boys: Always 1 193
5 Netflix Finding Ohana 1 155
6 Disney+ Frozen II 1 154
7 Disney+ Frozen 1 144
8 Hulu Nomadland 1 139
9 Netflix War Dogs 1 134
10 Disney+ Avengers: Endgame 1 116

Nielsen: Netflix’s ‘Firefly Lane’ Again Tops Most-Streamed Content on TV

Netflix again dominated streaming  minutes across the country’s televisions for the week, Feb. 8-14, capturing different demographics across original (“Firefly Lane”), licensed (“The Sinner”) and movies (War Dogs), according to new data from Nielsen.

Both “Firefly Lane” and docu-series “Crime Scene: The Vanishing at the Cecil Hotel,” topped more than 1.28 billion minutes streamed each, while “Sinner,” licensed from NBCUniversal’s USA Network, finished close behind with 1.23 billion. 

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“We look at these programs, ‘Crime Scene’ was the most-popular program among 35- to 54-year-old viewers, while ‘Sinner’ was a hit among 55+,” said Brian Fuhrer, SVP of product strategy, adding both “Criminal Minds,” and “iCarly” (from Nickelodeon) scored well with 2- to 17-year-olds.

“When we pull back and look at the broadest demo, the most-popular show was ‘Firefly Lane,'” Fuhrer said. “Didn’t win any of the [demo] battles, but it won the war across the broadest demos.”

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

 

Licensed TV Shows:

Rank

SVOD Provider

Program Name

Number of Episodes

Minutes Streamed
(Millions)

1 Netflix “The Sinner” 24 1,229
2 Netflix “Criminal Minds” 302 948
3 Netflix “iCarly” 60 883
4 Netflix “Grey’s Anatomy” 366 867
5 Netflix “Heartland” 156 637
6 Netflix “Schitt’s Creek” 80 635
7 Netflix “Outlander” 55 611
8 Netflix “Mariposa de Barrio”   91 588
9 Netflix “Cocomelon” 6 587
10 Netflix “NCIS” 353 495

Streamed Movies:

Rank

SVOD Provider

Program Name

Number

Minutes Streamed
(Millions)

1 Netflix War Dogs 1 326
2 Netflix To All the Boys: Always and Forever  1 320
3 Disney+ Moana 1 220
4 Netflix The Dig (2021) 1 187
5 Netflix Finding Ohana 1 175
6 Disney+ Frozen II 1 159
7 Netflix Space Sweepers 1 140
8 Disney+ Avengers: Endgame 1 136
9 Disney+ Frozen 1 136
10 Disney+ Soul (2020) 1 124

Nielsen: Netflix’s ‘Firefly Lane’ Tops Weekly At-Home TV Streaming Chart

New Netflix original series “Firefly Lane” bumped previous chart topper “Bridgerton” in Nielsen’s weekly Top 10 content streamed on the household television for the week ended Feb. 7.

The series, starring Katherine Heigl (“Grey’s Anatomy”) and Sarah Chalke (“Scrubs”), whose characters have known each other more than 30 years, generated more than 1.3 billion minutes across 10 episodes in its debut on Netflix. No other series topped 1 billion minutes, including perennial chart topper “Bridgerton,” which talled 659 million minutes across eight episodes.

“WandaVision,” the superhero-themed series from Disney+, moved up into the No. 3 spot with 589 million minutes across five episodes. Disney bows new episodes weekly unlike Netflix, which offers the entire season at launch.

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“Criminal Minds” again topped the acquired programing chart with 904 minutes across 301 episodes, again followed by “Grey’s Anatomy,” with 854 million minutes across 366 episodes. Spanish-language “Mariposa de Barrio” continued its rise, finishing No. 3 with 759 million minutes across 91 episodes.

In movies, Netflix’s The Dig moved up to No. 1 spot from runner-up the previous week. The title generated 403 million minutes streamed followed Finding Ohana with 367 million minutes, and Moana, the Disney/Pixar animated release that moved up four spots to complete the podium with 198 million minutes.

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

 

Rank

SVOD Provider

Program Name

Number of Episodes

Minutes Streamed
(Millions)

1 Netflix “Criminal Minds” 301 904
2 Netflix “Grey’s Anatomy” 366 854
3 Netflix “Mariaposa de Barrio” 91 759
4 Netflix “Schitt’s Creek”  80 591
5 Netflix “Cocomelon” 6 564
6 Netflix “Henry Danger” 65 544
7 Netflix “NCIS” 353 528
8 Netflix “Heartland” 152 445
9 Netflix “Supernatural”  328 425
10 Netflix “Outlander” 42 379

 

Rank

SVOD Provider

Program Name

Number

Minutes Streamed
(Millions)

1 Netflix The Dig (2021) 1 403
2 Netflix Finding Ohana  1 367
3 Disney+ Moana 1 198
4 Netflix The Vanished 1 195
5 Netflix The Next Three Days 1 185
6 Netflix Below Zero 1 163
7 Disney+ Frozen 1 151
8 Netflix We Can Be Heroes 1 146
9 Netflix All About The  Benjamins 1 135
10 Disney+ Frozen II 1 130