7:00am PT by Gregg Kilday
Sandra Bullock's 'Bird Box' Gets Nearly 26M Viewers in First Week, Nielsen Says
Bird Box, Susanne Bier’s apocalyptic survival tale starring Sandra Bullock and Trevante Rhodes, attracted almost 26 million viewers in the U.S. during its first seven days on Netflix, according to the new Nielsen SVOD Content Ratings.
Nielsen said that of the Netflix originals it has analyzed, Bird Box was second only to Stranger Things Season 2, falling short by less than 1 million viewers.
Netflix itself, which is notoriously secret about its viewership numbers, had earlier claimed that Bird Box, which debuted on the streamer Dec. 21, posted the best seven-day showing for a Netflix film to date, saying that more than 45 million accounts worldwide checked out the film, more than a third of Netflix’s global subscribers. Netflix later explained that accounts had to watch at least 70 percent of the movie to be counted, but didn’t say how many viewers those 45 million accounts represented.
According to Nielsen and its measure of U.S. Persons 2+ Unduplicated Reach, Bird Box’s first day, which pulled in 3.5 million viewers, didn’t equal the first day of the 2017 Will Smith starrer Bright, which drew in 5.4 million when it debuted. But Bird Box then held steady — the distraction of holiday activities notwithstanding — and after seven days, it had racked up 26 million viewers to Bright’s 20 million.
During its first 10 days, buoyed by word-of-mouth and plenty of memes, Bird Box reached nearly 4 million viewers per day, according to the Nielsen research. The highest single day of viewing came on Day 8, Dec. 28, when the average minute audience for the movie was nearly 3.9 million U.S. viewers, which Nielsen said was “a very atypical event and likely attributable to the extraordinary buzz around the movie.”
More than half the film’s audience was female, by 57 to 43 percent, Nielsen said. It was also relatively young, with the highest concentration of viewers, 36 percent, between the ages of 18 and 34. And almost half the audience, 46 percent, was either African American or Hispanic, which Nielsen added was the highest concentration it has observed across the Netflix originals it has analyzed. About 22 percent of viewers were Hispanic, while 24 percent were African American.