How Noah Centineo's Instagram Spike Reveals Netflix Rom-Com Success

There’s no doubt that Netflix’s To All the Boys I’ve Loved Before — a Susan Johnson-directed teen rom-com based on the novel by Jenny Han — has been a breakout for the streamer. But in lieu of viewership numbers (Netflix never releases ratings info), look to Instagram for insight into how many people have actually watched the romcom.

The principal cast, comprised of Lana Condor, Noah Centineo, Janel Parrish, Andrew Bachelor (aka King Bach) and Israel Broussard, each have experienced explosive growth on Instagram since the film’s Netflix debut on Aug. 17. None more so than Centineo.

The Florida native — best known for his work on Freeform’s The Fosters — had 790,900 followers on Instagram as of Aug. 10. As of Oct. 2, he now has a whopping 13.3 million and climbing. (He also stars in Netflix’s Sierra Burgess is a Loser opposite Stranger Things breakout Shannon Purser, so a continued boost is expected.) As for the rest of the cast from Aug. 10 to currently: Condor went from 103,700 to 5.5 million; Bachelor from 16 million to 16.3 million; Parrish from 5.6 million to 6 million; and Broussard from 90,300 to 663,000. 

Though Centineo could not be reached through a rep for this story, Condor got back to THR, calling the social media surge "absolutely mind-blowing." 

“I remember being so stoked when I reached 100,000 followers, and honestly thought that was the highest I’d go! So seeing this increase is truly wild,” Condor continued. “The craziest time was a couple days after the premiere where it really started amping up. Every time I’d open my phone it seemed like I had 100,000 new followers, and that was just surreal for me."

The higher follower count, however, comes with added responsibility, she said. 

"I’ve always navigated Instagram pretty well, but now more than ever I feel a responsibility to create a positive community that supports one another, and spreads love and positivity. I’ve really realized that now I have a voice, and people genuinely notice and care about what I say, support, post, et cetera. I want to set a good example and be very conscious of my actions.”

Director Susan Johnson — who previously helmed the Bel Powley starrer Carrie Pilby — may not have had the same bump on social media, but she got one in real life: Off the success of To All the Boys, Johnson signed with CAA and Management 360 for representation. As for Centineo, he signed on for the new Charlie's Angels reboot at Sony. 

A version of this story first appeared in the Oct. 3 issue of The Hollywood Reporter magazine. To receive the magazine, click here to subscribe.