Nielsen: Amazon’s ‘The Tomorrow War,’ Netflix’s ‘Manifest’ Top Weekly At-Home Streaming Through July 4

Licensed Netflix series “Manifest” continued its strong run on the SVOD pioneer, generating 1.86 billion minutes of streaming minutes across 29 episodes on Nielsen’s streaming tracking chart the week ended July 4. The former NBC TV primetime series has ranked atop the Nielsen SVOD chart for three consecutive weeks.

Amazon Prime Video’s The Tomorrow War, starring  Chris Pratt (Jurassic World) topped weekly streamed movies with 1.23 billion minutes. The Paramount Pictures movie was licensed to Prime Video when Paramount concluded a box office release in the current pandemic market was untenable.

Finally, four episodes of Disney+ original series “Loki” topped the last season of Amazon’s first original series “Bosch,” with 813 million minutes across four episodes, compared with 490 million minutes across 64 episodes.

Persons 2+ Total Minutes Viewed – Week of June 28 – July 4, 2021
Source: Nielsen SVOD Content Ratings (Amazon Prime, Disney+, Hulu, and Netflix), Nielsen National TV Panel, U.S. Viewing through Television.

 

Original Movies:

Rank

SVOD Provider

Program Name

Number

Minutes Streamed
(Millions)

1 AMAZON THE TOMORROW WAR 1 1,229
2 DISNEY+ LUCA (2021) 1 1,156
3 NETFLIX THE ICE ROAD (2021) 1 553
4 NETFLIX FATHERHOOD (2021) 1 358
5 DISNEY+ RAYA AND THE LAST DRAGON 1 324
6 NETFLIX FEAR STREET PART ONE: 1994 1 248
7 NETFLIX WISH DRAGON (2021) 1 204
8 NETFLIX GOOD ON PAPER (2021) 1 190
9 DISNEY+ MOANA 1 131
10 NETFLIX HOME (2015) 1 114

Original Series:

Rank

SVOD Provider

Program Name

Number of Episodes

Minutes Streamed
(Millions)

1 DISNEY+ LOKI 4 813
2 AMAZON BOSCH 64 490
3 NETFLIX LUCIFER 83 450
4 NETFLIX SEX/LIFE 8 449
5 NETFLIX TOO HOT TO HANDLE 19 395
6 NETFLIX SWEET TOOTH 8 256
7 NETFLIX THE SEVEN DEADLY SINS 75 255
8 NETFLIX WORKIN’ MOMS 57 247
9 HULU THE HANDMAID’S TALE 46 209
10 NETFLIX SOPHIE: A MURDER IN WEST 3 206

Nielsen Ups Web Data Tracking Prowess, Safeguards

Nielsen July 27 announced it would no longer use third-party cookies to monitor users’ digital content consumption. With its new approach to measuring authenticated and unauthenticated web traffic, Nielsen said it would become the leading platform to validate first-party server data with real consumer behavior.

Third-party cookie deprecation is fundamentally changing the advertising ecosystem, according to Nielsen. Combined with the deterioration of other digital identifiers, there’s greater emphasis on first-party data, which provides a good understanding of online users’ unique habits, from website browsing to app usage. As a result, every publisher and brand has been challenged to develop its own first-party data strategy and leverage other data signals when identity is not directly attributable to an ad impression.

The transition comes just days after the legacy TV rating firm said it suffered an “unexpected disruption” to its data tracking it said was caused by a cyber attack.

“If the industry has learned anything since the rise of cookies, it’s that digital media measurement must remain scalable, flexible and useful,” Mainak Mazumdar, chief data officer at Nielsen, said in a statement. “Our new approach to measuring authenticated and unauthenticated digital traffic will enable us to scale across channels and platforms to ensure a comprehensive view of success and uncover areas for optimization.”

The market for digital distribution and advertising evolves, Nielsen contends digital traffic will ultimately move into two distinct categories for measurement following the deprecation of digital identifiers:

  • Authenticated: Traffic with identifiers on properties which have logged in environments or consented devices. To measure authenticated traffic, Nielsen will leverage all available identifiers and first-party data from participating clients, such as hashed email addresses, Unified ID 2.0 and select, verified self-reported demographic labels. This will ensure interoperability in the ad ecosystem, including with walled gardens, and simplify measurement for clients by reducing reliance on third parties.
  • Unauthenticated: Logged out traffic or traffic on properties that do not have logged in environments or where no alternative identifiers can be provided. To measure anonymous traffic, Nielsen has developed a machine learning technique with  additional contextual data signals including time, browser, content and device information.

 

As Nielsen continues to evolve its technologies and methodologies for independent measurement of audiences and outcomes, it has identified a five-pronged approach to measuring authenticated and unauthenticated web traffic.

  1. Interoperability: As digital identity continues to fragment, Nielsen’s use of a diverse set of identifiers and first-party data provided by clients, such as hashed email addresses, Unified ID 2.0 and verified self-reported demographic labels  will ensure interoperability in the ad ecosystem to manage future changes with agility and to simplify measurement for clients.
  2. Comparability: In the absence of alternate identifiers or first-party data, Nielsen claims it is able to provide comparability with its common measurement framework and data science across platforms and publishers. For instance, Nielsen will use time, browser and other metadata within its people-based panel to determine demographic assignments for unauthenticated audience and outcomes measurement.
  3. Persistence: Nielsen is transitioning from an identity backbone to so-called “stable identifiers” that remain consistent over time, offering measurement that is tied to actual people and households.
  4. Confidentiality: With new, confidential computing technologies, Nielsen hopes to bring more assurances of data confidentiality to audience and outcomes measurement. Proprietary confidential computing technologies enable Nielsen to run a wide variety of analytics applications, delivering faster and more flexible custom analytics capabilities to clients.

Nielsen: ‘Manifest,’ ‘Luca’ Top Weekly Streamed TV Show, Movie Through June 27

Netflix’s pick-up of canceled NBC TV series “Manifest” continued to pay dividends for the streaming behemoth, generating a whopping 2 billion minutes streamed across 29 episodes on U.S. household televisions for the week ending June 27, according to new data from Nielsen.

The series, which tracked 2.49 billion minutes in its premiere over-the-top video week, stayed atop the chart for the second consecutive week, besting Disney+ original movie Luca with 1.7 billion minutes. “Loki” finished No. 1 for original TV shows with 713 million minutes streamed across three episodes on Disney+.

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Licensed TV Shows:

Movies:
Rank

SVOD Provider

Program Name

Number of Episodes

Minutes Streamed
(Millions)

1 DISNEY+ LOKI 3 713
2 NETFLIX LUCIFER 83 603
3 AMAZON BOSCH 64 423
4 NETFLIX WORKIN’ MOMS 57 394
5 NETFLIX SWEET TOOTH 8 359
6 NETFLIX BLACK SUMMER 15 297
7 HULU THE HANDMAID’S TALE 46 266
8 NETFLIX WORLD’S MOST AMAZING VACATION RENTALS 8 253
9 NETFLIX TOO HOT TO HANDLE 13 190
10 NETFLIX ELITE 31 171

Original Movies:

Rank

SVOD Provider

Program Name

Number

Minutes Streamed
(Millions)

1 DISNEY+ LUCA (2021) 1 1,710
2 NETFLIX FATHERHOOD (2021) 1 885
3 NETFLIX THE ICE ROAD (2021) 1 714
4 DISNEY+ RAYA AND THE LAST DRAGON 1 407
5 NETFLIX WISH DRAGON (2021) 1 346
6 NETFLIX GOOD ON PAPER (2021) 1 279
7 NETFLIX HOME (2015) 1 136
8 DISNEY+ MOANA 1 135
9 NETFLIX THE MITCHELLS VS. THE MACHINES 1 131
10 DISNEY+ CRUELLA 1 101

Nielsen: ‘Manifest,’ ‘Downton Abbey’ Re-Runs Hit Streaming Home Run

Network television re-runs continue to generate audiences on streaming channels. Former NBC prime time series “Manifest” dominated weekly streaming on Netflix across household televisions for the week ended June 20. The show’s 29 episodes generated a whopping 2.49 billion minutes — outdistancing 50 episodes of “Downton Abbey” with 1.25 billion minutes, also on Netflix.

Together, the two series easily surpassed six high-profile original newcomers, including “Loki” with 886 million minutes on Disney+; Netflix’s “Lucifer” (703 million across 83 episodes) and “Sweet Tooth” (626 million across eight episodes); Hulu’s “The Handmaid’s Tale” (505 million across 46 episodes); Netflix’s “Workin’ Moms” (418 million across 57 episodes); and French-language “Lupin” (363 million across 9 episodes).

Among top-streamed movies, Disney’s Luca scored a strong 1.57 billion minutes, easily topping Netflix’s Fatherhood (877 million minutes) and Disney’s Raya and the Last Dragon (576 million) combined.

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

 

Acquired Series:

Rank

SVOD Provider

Program Name

No. of Episodes

Minutes Streamed
(Millions)

1 NETFLIX MANIFEST 29 2,490
2 NETFLIX DOWNTON ABBEY 50 1,250
3 NETFLIX COCOMELON 12 776
4 NETFLIX GREYS ANATOMY 375 671
5 NETFLIX CRIMINAL MINDS 311 567
6 NETFLIX NCIS 353 562
7 NETFLIX L.A.S FINEST 26 467
8 NETFLIX HEARTLAND 178 443
9 NETFLIX SUPERNATURAL 328 364
10 NETFLIX GILMORE GIRLS 153 289

Original Movies:

Rank

SVOD Provider

Program Name

Number

Minutes Streamed
(Millions)

1 DISNEY+ LUCA (2021) 1 1,570
2 NETFLIX FATHERHOOD (2021) 1 877
3 DISNEY+ RAYA AND THE LAST DRAGON 1 576
4 NETFLIX WISH DRAGON (2021) 1 530
5 NETFLIX HOME (2015) 1 186
6 DISNEY+ MOANA 1 166
7 NETFLIX THE DEVIL BELOW 1 146
8 DISNEY+ CRUELLA 1 118
9 NETFLIX THE MITCHELLS VS. THE MACHINES 1 116
10 NETFLIX DOG GONE TROUBLE 1 106

Nielsen: Household Streamers Had Netflix ‘Sweet Tooth’ Through June 13

U.S. household subscription video streamers had a “sweet tooth” for the week ended June 13, as more than 1.4 billion minutes across eight episodes of the Netflix original series “Sweet Tooth” were consumed across television sets.

The series beat out Netflix’s licensed program “Manifest,” which tracked more than 1.1 billion minutes across 29 episodes. Both programs topped Disney+ original movie Raya and the Lost Dragon, which generated 953 million minutes.

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Notably, “Sweet Tooth” also bested the premiere episode of new Disney+ series “Loki,” which generated 731 million minutes.

“Sweet Tooth” is a fantasy drama based on the comic book of the same name by Jeff Lemire. It launched on Netflix on June 4. The series is about a mysterious breed of part human, part animal babies born in the wake of a virus pandemic 10 years earlier.

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

 

Movies:

Rank

SVOD Provider

Program Name

Number

Minutes
Streamed (Millions)

1 Disney+ Raya and the Last Dragon
1 953
2 Netflix Wish Dragon (2021) 1 366
3 Netflix Home (2015) 1 240
4 Netflix 2 Hearts
1 184
5 Disney+ Moana 1 183
6 Disney+ Cruella 1 169
7 Netflix The Mitchells vs. the Machines 1 167
8 Netflix Dog Gone Trouble 1 160
9 Netflix Monsters vs. Aliens
1 127
10 Netflix Army of the Dead (2021) 1 117

Licensed TV Shows:

Rank

SVOD Provider

Program Name

No. of Episodes

Minutes Streamed (Millions)

1 Netflix “Manifest” 29 1,111
2 Netflix “Grey’s Anatomy” 375 686
3 Netflix “Criminal Minds” 311 656
4 Netflix “Downton Abbey” 50 630
5 Netflix “NCIS” 353 528
6 Netflix “Cocomelon” 9 515
7 Netflix “Dirty John” 16 474
8 Netflix “L.A.’s Finest” 39 391
9 Netflix “Heartland” 178 380
10 Netflix “Supernatural” 328 354

Nielsen: Disney’s ‘Raya and the Last Dragon’ Dominated Weekly Movie Streaming Through June 6

What a difference “free” makes.

Disney/Pixar’s original movie Raya and the Last Dragon dominated streaming on household televisions the week ended June 6, according to new data from Nielsen.

The title, which was initially released concurrently in theaters and on subscription streaming service Disney+ (for $29.99 purchase) in March — and then for free in June, topped all original movies, TV shows and licensed shows with more than 1 billion minutes. That trumped Netflix original series “Who Killed Sara?” with 206 million minutes, and licensed show “Dirty John” with 761 million minutes.

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Rank SVOD Provider Program Name Number of Episodes Minutes Streamed (Millions)
1 Netflix “Lucifer” 83 1,838
2 Netflix “Sweet Tooth” 8 794
3 Netflix “The Kominsky Method” 22 507
4 Hulu “The Handmaid’s Tale” 44 473
5 Netflix “Ragnarok” 12 404
6 Netflix “Jurassic World Camp Cretaceous” 26 278
7 Netflix “Who Killed Sara?” 18 206
8 Amazon Prime Video “Panic” (2021) 10 195
9 Netflix “Orange is the New Black” 91 179
10 Netflix “The Great British Baking Show” 65 174
Source: Nielsen SVOD Content Ratings (Amazon Prime, Disney+, Hulu, and Netflix), Nielsen National TV Panel, U.S. Viewing through Television.
Movies:
Rank

SVOD Provider

Program Name

Number

Minutes
Streamed (Millions)

1 Disney+ Raya and the Last Dragon 1 1,078
2 Netflix Dog Gone Trouble 1 392
3 Disney+ Cruella 1 362
4 Netflix Home (2015) 1 314
5 Netflix Blue Miracle (2021) 1 293
6 Netflix Army of the Dead (2021) 1 250
7 Netflix 2 Hearts 1 230
8 Netflix The Mitchells vs. The Machines  1 210
9 Disney+ Moana 1 193
10 Netflix Monsters vs. Aliens 1 135

Licensed shows:

Rank

SVOD Provider

Program Name

Number of Episodes

Minutes Streamed (Millions)

1 Netflix “Dirty John” 16 761
2 Netflix “Criminal Minds” 311 708
3 Netflix “Grey’s Anatomy” 375 631
4 Netflix “NCIS” 353 521
5 Netflix “Heartland” 177 423
6 Netflix “Cocomelon” 9 419
7 Netflix “Start Up” 30 383
8 Netflix “Downton Abbey” 50 374
9 Amazon Prime Video “SpongeBob Squarepants” 162 325
10 Netflix “Supernatural” 328 323

Nielsen: Netflix’s Devil (‘Lucifer’) Returned Atop Weekly Streaming Chart Through May 30

Bored with being the Lord of Hell, the devil (a.k.a. Netflix’s “Lucifer”) relocates to Los Angeles, where he opens a nightclub and forms a connection with a homicide detective.

How quickly “boredom” can be erased with the arrival of a new season of episodes. After Netflix dropped eight new episodes of the fifth season, the series was the most-streamed show on living room televisions, generating 1.28 billion minutes to dominate Nielsen’s weekly Top 10 charts of most-streamed original, licensed TV shows and movies through May 30. That compared with 321 million minutes across 77 episodes in the previous-week period.

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“There was really a lot of pent-up demand for the show,” said Brian Fuhrer, SVP of product strategy.

Netflix original movie Army of the Dead generated 786 million minutes as the top-streamed movie. That was 14% lower than the 913 million minutes streamed the week before.

Among Netflix licensed shows, perennial charter “Grey’s Anatomy” tracked 633 million minutes across 374 episodes. That was almost 10% more than the 575 million minutes streamed last week across the identical number of episodes.

Fuhrer said 34% of the streaming audience for “Lucifer” represents the core streaming viewer: 18- to 34-year-olds.

“That’s really giving red meat to the hardcore streaming audience,” he said, adding that over half the streaming audience for original program runner-up “The Kominsky Method” is over the age of 65.

“That’s pretty extraordinary from a SVOD perspective,” Fuhrer said.

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

 

Original Movies:

Rank

SVOD Provider

Program Name

Number

Minutes Streamed (Millions)

1 Netflix Army of the Dead (2021) 1 786
2 Netflix Home (2015) 1 449
3 Netflix Blue Miracle (2021) 1 338
4 Netflix The Mitchells vs. The Machines 1 302
5 Netflix Dog Gone Trouble 1 283
6 Disney+ Cruella  1 280
7 Disney+ Moana 1 196
8 Netflix The Woman in the Window 1 162
9 Disney+ Raya and the Last Dragon 1 162
10 Netflix Sabotage (2014) 1 122

Licensed Shows:

Rank

SVOD Provider

Program Name

Number of Episodes

Minutes Streamed (Millions)

1 Netflix “Grey’s Anatomy” 374 633
2 Netflix “Criminal Minds” 310 616
3 Netflix “Start Up” 31 547
4 Netflix “Cocomelon” 9 543
5 Netflix “NCIS” 353 525
6 Netflix “Heartland” 177 354
7 Netflix “Schitt’s Creek” 80 288
8 Netflix “Supernatural” 328 270
9 Netflix “New Girl” 146 227
10 Amazon Prime Video “SpongeBob SquarePants” 161 217

 

Reed Hastings Wants Rival HBO Max on Weekly Nielsen Chart

Netflix co-founder/co-CEO Reed Hastings has made a career thinking outside the box. But when it comes to quantifying streaming video on the household TV, Hastings apparently opts for old-school Nielsen — a brand synonymous with broadcast ratings.

Responding to Nielsen’s June 18 market report that found streaming video use across all television homes in May climbed to 26% of total viewer spent watching TV, Hastings seemed surprised that pay-TV and broadcast combined still dominate viewership time.

Indeed, Netflix captured just 6% of total TV viewing time, on par with YouTube TV, but ahead of Hulu (3%), Amazon Prime Video (2%) and Disney+ (1%).

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“Wild that most TV time in USA is still legacy linear,” Hastings tweeted on social media. “Stream team needs to up its game.”

Hastings added that he wished HBO Max was included in the results. Max is noticeably absent from Nielsen’s weekly Top 10 streaming charts, which include Disney+, Prime Video and Hulu — and is regularly dominated by SVOD pioneer Netflix.

“@jasonkilar we need you on the board too,” Hastings tweeted in reference to WarnerMedia CEO Jason Kilar.

Kilar, the founding CEO of Hulu, responded (with lots emojis) that WarnerMedia was indeed represented in the Nielsen chart, albeit in dominating linear TV.  Kilar, who plans to remain in his position into 2022 following Discovery’s acquisition of WarnerMedia, said HBO Max has been the strongest growing domestic SVOD service in 2021.

HBO and HBO Max ended the most-recent fiscal period with 44 million combined subscribers, including 11.1 million Max subs since the service launched a year ago.

“@WarnerMedia is already on the board strongly in that largest green pie piece Reed (TNT, TBS, CNN, HBO, CN …). Proud to serve customers in whatever way they choose,” Kilar tweeted.”  Slightly smiling faceThumbs up “Fun to also be the crazy fast(est) growing upstart in @hbomax (2 Qs straight of 2.5M+ U.S. sub adds).” Fisted handClapper board

 

Nielsen: May Streaming Edged Broadcast, But Not Pay-TV

New data from Nielsen, the TV ratings pioneer, found that streaming video use across all television homes in May climbed to 26% of all time spent on TV. Streaming and broadcast now account for more than 50% of television time, with usage split evenly between the two channels.

Notably, pay-TV, despite ongoing consumer defections, remained consumers’ top choice for TV viewing in May with 39% of Nielsen’s “The Gauge” snapshot. That compared with 6% for Netflix.

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The data underscores further evidence how the pandemic has been a catalyst for streaming services, which gained traction amongst a broader range of consumers. Over the last year, several traditional media companies dove into the streaming space, taking advantage of their vast video libraries and launching just in time to provide consumers in lockdown with more binge-worthy content.

“The past year has categorically shifted the television viewing landscape,” Brian Fuhrer, SVP of product strategy, said in a statement. “Even as people begin to dive back into their pre-pandemic activities … we expect people to keep sampling and exploring their options.  Maybe just as importantly, as production ramps back up, new content will enter the space, driving additional traction.”

Nielsen said its data used is derived from two separately weighted panels and combined to create the infographic.  Streaming data comes from a subset of TV households in the company’s national TV panel that are enabled with Nielsen’s “streaming meter,” while linear TV sources as well as total usage are based on viewing from the overall TV panel.

Nielsen: Zack Snyder’s ‘Army of the Dead’ Zombie Movie Dominated Weekly Household Streaming Through May 23

Consumers love zombies on TV shows and in the movies. Throw in cult favorite director Zack Snyder, and Netflix had a sure bet with last month’s debut of original movie Army of the Dead.

Nielsen said the ensemble cast-driven movie, spearheaded by former pro wrestler Dave Bautista, generated 913 million minutes of streaming on domestic household TVs for the week of May 17-23.

Army of the Dead beat out Netflix’s previous movie chart topper, Woman in the Window (456 million minutes), starring Amy Adams, in addition to licensed episodes of “NCIS” (690 million minutes across 353 episodes) and Hulu’s season four of original series “The Handmaid’s Tale,” with 516 million minutes across 42 episodes.

“Tale” just edged out “Who Killed Sara?,” with 500 million minutes across 18 episodes.

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

 

Streamed Movies:

Rank

SVOD Provider

Program Name

Number

Minutes Streamed (Millions)

1 Netflix Army of the Dead (2021) 1 913
2 Netflix The Woman in the Window 1 456
3 Netflix The Mitchells vs. The Machines 1 401
4 Disney+ Moana 1 177
5 Netflix Sabotage (2014) 1 174
6 Netflix I Am All Girls (2021) 1 144
7 Amazon Without Remorse 1 120
8 Disney+ Frozen II 1 117
9 Disney+ Raya and the Last Dragon 1 115
10 Disney+ Frozen 1 114

Licensed Content:

Rank

SVOD Provider

Program Name

Number of Episodes

Minutes
Streamed (Millions)

1 Netflix “NCIS” 353 690
2 Netflix “Start Up” 31 657
3 Netflix “Criminal Minds” 310 644
4 Netflix “Grey’s Anatomy” 374 575
5 Netflix “Cocomelon” 9 517
6 Netflix “Heartland” 176 378
7 Netflix “Schitt’s Creek” 80 315
8 Netflix “Supernatural” 328 298
9 Netflix “New Girl” 146 258
10 Netflix “Gilmore Girls” 153 221