Nielsen: Netflix’s ‘The Harder They Fall’ Tops Household Streaming Through Nov. 7

Multicultural audiences continue to drive streaming viewership, according to Nielsen. New Netflix original movie The Harder They Fall, one of few Westerns with a predominantly black cast, dominated household TV streaming for the week ended Nov. 7, according to new Nielsen data.

The feature film, which co-stars Jonathan Majors, Idris Elba, Zazie Beetz, Regina King, Delroy Lindo, Lakeith Stanfield, RJ Cyler, Danielle Deadwyler, Edi Gathegi and Deon Cole, generated more than 1.19 billion minutes — easily besting the combined minutes (1.7 billion) streamed for top original (“You”) and licensed (“Cocomelon”) TV shows of the week. While 50% of the movie’s viewers were black households, 70% overall represented multicultural viewers.

“The most multicultural title to ever take the top [streaming] spot,” Brian Fuhrer, SVP of product strategy at Nielsen, said on a podcast, adding that Amazon Prime Video’s Coming 2 America (from Paramount Pictures) release in March ranks as the second-highest multicultural streaming release at 62%.

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Fuhrer said that across Nielsen’s chart historically, Netflix’s “Narcos: Mexico” generated a 78% multicultural audience, while the streamer’s Colin Kaepernick miniseries, “Colin in Black & White,” generated a 75% multicultural audience.

“A lot of different audiences being reached, and content resonating with various audiences, very successfully,” Fuhrer said.

*Squid game includes viewing to English and Korean versions.
Source: Nielsen Streaming Content Ratings (Amazon Prime, Disney+, Hulu, Netflix and Apple TV+), Nielsen National TV Panel, U.S. Viewing through Television.

 

Movies:

Original shows:
 

Rank
 

SVOD Provider

 

Program Name

 

Number of Episodes

 

Minutes Streamed
(Millions)

1 Netflix You 30 994
2 Netflix Squid Game 9 673
3 Netflix Locke & Key 20 635
4 Netflix Maid (2021) 10 524
5 Netflix Narcos: Mexico 30 512
6 Netflix The Great British Baking Show 72 489
7 Netflix Big Mouth 49 360
8 Netflix Colin In Black & White 6 356
9 Netflix Maya And The Three 9 343
10 Apple TV+ Ted Lasso 22 310

Licensed:


Rank
 

SVOD Provider

 

Program Name

 

 Number of Episodes

 

Minutes
Streamed
(Millions)

1 Netflix Cocomelon 15 767
2 Netflix Seinfeld 166 672
3 Netflix Criminal Minds 317 605
4 Netflix Shameless 134 594
5 Netflix NCIS 353 519
6 Netflix In The Dark 39 420
7 Netflix Wentworth 97 419
8 Netflix The Blacklist 169 395
9 Netflix Greys Anatomy 379 395
10 Netflix Heartland 215 378