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We Watched More TV on Streaming Than Cable for First Time Ever, Nielsen Says
We Watched More TV on Streaming Than Cable for First Time Ever, Nielsen Says
Streaming services captured the largest share of television viewing for the first time ever in July, according to data released Thursday from Nielsen, the television ratings authority. Of all the TV watching time in July, 34.8% happened over streaming while 34.4% happened over cable. Broadcast TV captured a 21.6% share of the total.
Nielsen noted that streaming has surpassed broadcast before, but July marked the first time it's also exceeded cable viewing. Cable television's share of viewing fell about 9% from July 2021, while streaming's share increased by nearly 23% year over year, according to the report.
Netflix captured 8% of all viewing in July 2022, thanks in part to people watching nearly 18 billion minutes of the hit series Stranger Things, according to the Nielsen data. Several other streaming services -- including Amazon Prime, YouTube and Hulu -- captured their largest-ever share of viewing time in July.
It's a time of change and increasing competition among streamers. Both Disney Plus and Netflix will be rolling out new ad-supported tiers in the coming months. Netflix had its largest drop in subscribers ever recently and is looking for ways to limit password sharing after raising prices at the beginning of 2022. Disney Plus, ESPN Plus and Hulu (all majority-owned by Disney) will all see price increases in the near future, too. HBO Max and Discovery Plus will merge starting in 2023 after their their parent companies did so earlier this year.
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'Stranger Things' Will Be Netflix's Biggest Hit Yet. How? Netflix Changed its Rules
'Stranger Things' Will Be Netflix's Biggest Hit Yet. How? Netflix Changed its Rules
What's happening
Netflix ranks the popularity of its originals with all-time Most Popular charts, but last month it quietly changed the way it measures the watch time for some shows. The stats for those shows inflated dramatically.
Why it matters
For Netflix to launch a cheaper tier with ads, it must win over advertisers, and its measurement takes on new significance when advertisers become part of the equation.
What's next
Stranger Things, which released seven episodes last week and will drop two more July 1, is all but certain to be ranked as Netflix's biggest hit yet thanks to this rule change that works in the show's favor.
Stranger Things returned Friday with season 4. By the end of the summer, Netflix will almost certainly proclaim the retro sci-fi series' latest season its biggest hit yet. But Stranger Things 4's viewership victory, set to trump the likes of Bridgerton and Squid Game, was assured weeks before a single subscriber streamed a second of it, when Netflix quietly tweaked its own popularity rules.
The change last month has already inflated the stats for shows like Ozark and Money Heist. Stranger Things 4 is next.
Stranger Things 4's first volume of episodes hit Friday. The season's final two episodes, running nearly four hours combined, will land July 1.
Netflix
When the final numbers are in, Stranger Things 4 will likely eclipse Bridgerton and Squid Game in Netflix's all-time Most Popular rankings based on total hours watched. These are charts that Netflix updates weekly at Netflix Top 10. All three shows are colossally well-watched worldwide. But among them, only Stranger Things will enjoy Netflix counting its "watch time" for twice as long. Instead of tallying up viewing hours in its first 28 days of release, as Netflix did for Bridgerton and Squid Game, Netflix will be racking up Stranger Things 4's views over 56 days total thanks to its two-part release schedule.
While these charts can be dismissed as pageantry without much consequence, they're still the most direct data available pointing people -- whether it's Wall Street suits, Hollywood insiders or viewers like you -- to the biggest titles on the world's largest streaming service. They give investors a gauge for Netflix's competitiveness, they can help Netflix recruit talent, and they stoke buzz that may nudge you to watch something you otherwise wouldn't.
But Netflix measurement is about to take on much greater consequence, as the service launches advertising. For Netflix to be able to offer you a cheaper tier with ads, it will need to broaden its measurement beyond watch time and get more transparent in order to win over advertisers, experts say.
Netflix has gotten by this far releasing whatever data it wants on its own terms, said Dallas Lawrence, the head of communications and brand for Samba TV, a television researcher and ad measurement firm. That will change when Netflix must sell itself to advertisers too.
"The buyers will not allow Netflix to grade its own homework," Lawrence said.
Watch time turned upside down
When Netflix launched its Top 10 rankings website in November, it unlocked an unprecedented trove of viewing data. The site details the service's most-watched titles of the previous week and how many hours they were viewed, both globally and in more than 90 individual countries. For its most voraciously viewed titles, Netflix updates a set of Most Popular charts, which rank its most watched originals of all time.
And for a show or movie to make it on the all-time Most Popular rankings, Netflix looks at the 28 days from its premiere to rack up watch hours.
The latest season of Bridgerton, for example, is Netflix's most watched show in English at 656.3 million hours. Squid Game, the breakout South Korean dystopian thriller, is Netflix's most-watched show in any language, at 1.65 billion hours watched in the 28-day window.
Squid Game is Netflix's most watched title so far.
Netflix
That 28-day shot clock was the same for every movie and TV season, until May 10. Then Netflix quietly tweaked the rules to give some shows 56 days -- twice as long -- to amass views. For any series that releases its season in two "volumes" on different dates, the shot clock runs for 28 days after its first batch of episodes, then it resumes again for an additional 28 days after the second batch. Netflix counts the viewing of a volume's episodes only during that volume's first 28 days.
But shows like Stranger Things 4, with seven episodes out now and another two coming July 1, still get 56 days to generate viewing hours toward their ranking. And because the release of a second volume can come soon after the first, the first 28-day window can potentially include rewatch views of the first batch as fans catch up as the second approaches. In the case of Stranger Things 4, fans who immediately binge-watched volume one could revisit these episodes to refresh in anticipation of volume two. And any of that rewatching before June 23 would count.
Shows like Bridgerton and Squid Game, which followed the Netflix convention of releasing a full season at once, are still stuck with their count over 28 days.
Netflix disclosed this change by, essentially, updating its fine print. Judging by archived screenshots of the Top 10 website, Netflix added two sentences to its methodology statement on May 10. Netflix didn't otherwise disclose that it had altered its methodology for the Most Popular rankings.
When reached for comment on this article, Netflix referred to the methodology stated on its site.
Stranger Things 4 was already sure to be a smash by Netflix's standards. Its last season is among Netflix's most watched programs ever, even though it came out when Netflix had two-thirds the subscribers it does now. A three-year hiatus has built up fan demand, and this season's runtime is much longer than the rest. (Its runtime is also much longer than that of Squid Game or Bridgerton. Its first volume of episodes runs an hour longer than the entirety of Squid Game or Bridgerton's whole last season, and Stranger Things 4 still has nearly four hours coming July 1.)
But May's methodology change stacked the deck in favor of Stranger Things. It has already generated 286.8 million hours in the first three days of availability. With 53 more days on its shot clock, it needs to generate less than a tenth of that daily to accumulate enough watch time to become No. 1.
Overnight sensations
The rule change has wildly inflated the watch time for several other shows already. Multiple programs suddenly appeared in Netflix's top 10 charts or shot to a much higher ranking, with hundreds of millions of hours suddenly added to their counts.
Money Heist, which released its final season in two volumes, saw its watch-time ranking jump seemingly overnight after Netflix changed its popularity rules.
Netflix
Money Heist is a hit Spanish thriller series also known as La Casa de Papel. Its final season was released in two volumes, with five episodes landing on Sept. 1 and the last five episodes arriving Dec. 1. After the methodology change in May, its watch time more than doubled. Money Heist is now positioned as Netflix's No. 2 most watched show of all time regardless of language, right after Squid Game. Before the rule change, it didn't even make the top 10.
Other shows have gotten big bumps too. Fantasy police procedural Lucifer released half its fifth season in 2020 and the other half nearly a year later. Lucifer had been absent from Netflix's Most Popular rankings since they launched, but in May, it suddenly appeared as Netflix's No. 7 most-watched program in any language. The latest season of the drama Ozark, released partly on Jan. 21 and partly on April 29, needed three extra weeks of streaming after its original 28-day window to make the English language top 10.
Netflix's Top 10 website still characterizes the watch time of all these shows as hours viewed in their "first 28 days on Netflix."
To bolster the credibility of its stats, Netflix recruited accounting firm EY -- formerly known as Ernst & Young, one of the world's biggest accounting companies -- to vet its data. But EY finished its first Netflix report in February, long before Netflix revised its methodology. And EY's report was a light-touch vetting called a review, which essentially accepts the measurement criteria as Netflix defines them and then verifies that the data abide by those rules. Netflix has no existing plans for another accounting review.
Grading its own homework
Netflix was notoriously tight-lipped about its viewership for years. Beau Willimon -- creator of House of Cards, which put Netflix's original programming on the map -- once said the company wouldn't even share audience metrics with him. But since 2018, Netflix has grown more open about the popularity of its shows and movies, culminating with its Top 10 website.
During Stranger Things' three-year hiatus, Bridgerton became Netflix's most-watched show in English.
Netflix
For Netflix to start offering you a cheaper tier with ads, it needs to actually win advertisers -- and advertisers won't go by Netflix's numbers. Because TV advertising is so expensive, brands and agencies want measurements comparable across services, so they can know what they're getting at Netflix versus Paramount Plus versus Disney Plus, said Needham senior analyst Laura Martin.
Netflix "can do weird things, like introduce new measurement," added Martin, who has called for Netflix to add advertising for years. "But it would slow adoption by advertisers."
Traditionally, advertisers evaluated TV programs by how many people tuned in. "As we enter this new phase, transparency around viewership data is going to be essential, especially on 'closed' platforms" like Netflix, said Anjali Midha, co-founder and CEO of Diesel Labs, a media intelligence firm. Viewership will naturally remain important, she added, but so will demographics, psychographics and other metrics of watching behavior.
But Netflix's own reputation as the gold standard of streaming TV will work in its favor, Lawrence said.
"Streaming has historically been rife with a myriad … sites that still seem like the Wild West, fraught with risky content," he said.
Advertisers may come to welcome Netflix's safety and scope, even if its own measurement rules still shoot from the hip.
Correction, 6:07 a.m. PT June 2: An earlier version of this story suggested Netflix may count viewing of all episodes from split-season shows over a full 56 days. Netflix counts the viewing of episodes only within 28 days of their release, but split-season shows get two 28-day periods -- 56 days total -- to amass watch time.
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13 fun facts about Encanto, from Mirabel's gift to hidden Easter eggs
13 fun facts about Encanto, from Mirabel's gift to hidden Easter eggs
Whaddya mean, we don't talk about Bruno? These days, it feels like everyone's doing just that. Disney's hit animated musical Encanto came out in theaters in November and now is available on Disney Plus. The coronavirus pandemic might have limited Encanto's time in theaters, but on Disney Plus, it can be watched over and over again. And with its catchy Lin-Manuel Miranda songs such as We Don't Talk About Bruno and Surface Pressure, it's easy to do just that.
If you're spending an inordinate amount of time hanging out in the world of Encanto, here are 13 fun facts you might not know about the world of the magical Madrigal family.
Warning: Spoilers for Encanto ahead.
What does the title Encanto mean?
You can translate "encanto" from the Spanish to mean charm, or think of it as allure, or enchantment. Not only is the casita in Encanto enchanted with magic, but the entire Madrigal family carries with them that allure and sheer joy.
Lin-Manuel Miranda inspired many Bruno memes
Actor John Leguizamo voices Bruno, the Madrigal member the family doesn't talk about (except that they totally do). The Madrigals are a Colombian family, and Leguizamo himself was born in Bogotá, Colombia, so the casting seems spot-on there. But many fans saw a resemblance between Bruno and songwriter Lin-Manuel Miranda, in both appearance and the importance of his role. While Miranda hasn't publicly said he ever thought of playing the role himself, the idea of him playing the part has inspired plenty of memes.
"I just saw a TikTok of a guy who said Bruno Madrigal looks like Lin-Manuel Miranda if Hamilton never made it to Broadway," tweeted one fan.
Said another, "How many people do ya think it took to hold Lin back from voicing Bruno?"
Bruno is hiding in the movie poster
Look carefully at the poster for Encanto, crowded with the Madrigal family. Isn't that ... yep, it's Bruno, the mysterious Madrigal the family doesn't like to discuss, hiding under his green cloak in the far left part of the poster, next to a tree trunk.
Can you find Bruno? Hint: Look by the tree on the far left.
Disney
Beauty and the Beast inspired the opening song
Remember the opening number from 1991's Beauty and the Beast, in which Belle whirls through her village singing about the people she knows there? That concept inspired Miranda's opening number in Encanto, The Family Madrigal, in which Mirabel introduces her magical relatives and their powers.
"I was really inspired by Beauty and the Beast, Belle, for our opening number," Miranda told the Los Angeles Times. "We wanted to get the complexity of a family on screen. And that means getting our arms around them, not letting them get winnowed away in the story process where you tend to focus on the main character and their quest. We have to be super clear about who it is, how they're related, what they can do, and how that relates to our main character."
Encanto is available on streaming service Disney Plus.
Disney
Mirabel's skirt pays tribute to her family members
Clothing matters in Encanto. Mirabel's family members all have a symbol somewhere on their clothing indicating their gift. (Look for the barbells on super-strong Luisa's skirt, or Pepa's sunshine earrings, fitting since her emotions control the weather.) But Mirabel, who starts the film with no gift, has them all embroidered on her skirt, including a candle for Abuela; a chameleon for shape-shifting Camilo; animals for Antonio; and more.
"My favorite detail about Encanto is that every character has a symbol of their miracle embroidered on their clothes, except for Mirabel who has symbols of her entire family," one fan notes in a tweet.
Look closely at Agustín's outfit, too
Mirabel's dad, Agustín, also reps his family in his outfit, Encanto director Jared Bush points out.
"Agustín incorporated his three daughters into his outfit -- flower for Isabela, one sock with Luisa's symbols, one sock in the style of Mirabel's embroidery," Bush explained in a tweet.
What is Mirabel's gift in Encanto?
Huge spoilers, but when a young Mirabel tries to receive her magical gift, nothing appears to happen. It seems that she is the Madrigal family's one Muggle, in Harry Potter terms. But in the film, when Mirabel finally is able to put her hand on a doorknob after her childhood attempt fails, it brings the magical casita of the Madrigals back to life. Perhaps her gift is the greatest one, the power to keep her family, their home and all their magical separate gifts, together and thriving.
Then again, the fact that she can't lift churches or see visions of the future is shown to be less important than her love for her family. As one witty fan pointed out on Twitter, the film shows that "Mirabel is an independent and capable person who is just as deserving of love and acceptance as the rest of her family, and putting so much focus on a singular aspect of a person's identity can be emotionally and psychologically damaging."
Yet the audience still demands to know: "OK but whats her gift tho?"
Hercules and Cerberus
In Luisa's super-catchy song Surface Pressure, she musically wonders, "Was Hercules ever like 'Yo, I don't wanna fight Cerberus?'" Cerberus is the three-headed dog who guards the gates to the underworld in Greek mythology, but this could also be a Disney movie reference. In the 1997 Disney movie Hercules, strongman Herc tames Cerberus, so this reference could be a smart reminder of that film.
Lin-Manuel's sister inspired Luisa's song
In Surface Pressure, Luisa sings of how the family's burdens are often dumped upon her without them asking, because they're used to her carrying them without complaint. The song was inspired by Miranda's own sister, Luz, who's six years older than he is.
"She takes on way more responsibility than I do -- I was very aware that I was the baby brother who got away with everything -- so Surface Pressure is very much a love letter to my sister," Miranda told The Washington Post.
And Luz indeed sounds like Luisa, even down to her abilities at a young age.
"I remember my parents woke my sister up to put together a He-Man playset for Christmas before I woke up," Miranda told Variety. "They wanted it to be fully assembled when I woke up on Christmas morning."
Go fish
In We Don't Talk About Bruno, one character appears briefly but memorably, claiming Bruno told her that her fish would die, and his vision came true (she even displays the upside-down floating fish). That character's never introduced, but director Jared Bush told fans her name is "Senora Pezmuerto." Translation? "Pezmuerto" means "dead fish."
Mirabel's height
The lyrics to We Don't Talk About Bruno claim that he has a "seven-foot frame and rats along his back," but when Bruno shows up, he's nowhere near that tall. For some reason, fans of the film are very interested in Mirabel's height.
Director Jared Bush said in a tweet, "Here's an answer to a question I've been asked A LOT -- 'how tall is Mirabel?!' Official answer: 5'2" -- all other characters' heights are relative to hers, so that's all I got... except Bruno who has, you know, a 7-foot frame and rats along his back."
Meet Mirabel at Disney
Even though the film just came out in November, Mirabel showed up at Disney's California Adventure theme park in Anaheim, California, for the winter holidays. A Disney representative didn't immediately respond to a question about whether she'll become a permanent presence at the theme park, or whether she'll show up at Walt Disney World in Florida as well.
Nice to meet you, old friend
Voice actors don't always have to be in the same room to record their parts, and that's especially been true during the coronavirus pandemic. Lin-Manuel Miranda said he coached many of the singers through Zoom, and didn't meet many of them until the film's November premiere.
Not easy being green
Notice the importance of the color green in the film, especially connected to two specific characters. Mirabel's round eyeglasses are a bright green, and Bruno hides under a green cloak. It's no coincidence that these two have other things in common, especially when it comes to having unusual talents.
