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HomeMarket ResearchStranger Issues and Obi-Wan Kenobi – Nielsen

Stranger Issues and Obi-Wan Kenobi – Nielsen


Brian Fuhrer

In what was arguably essentially the most anticipated weekend ever in streaming, the primary seven episodes of Netflix’s Stranger Issues Season 4 squared off in opposition to the most recent launch from the Star Wars canon, episodes 1 and a pair of of Disney+’s Obi-Wan Kenobi. To raised perceive the impression of those new streaming releases, we dove into the viewing information for each collection throughout Could 23-Could 29, 2022, utilizing Nielsen Streaming Content material Scores, which offers syndicated measurement of packages and episodes by streaming service. 

Regardless of the marginally earlier launch of Obi-Wan compared with the brand new Stranger Issues content material, the beforehand obtainable seasons, coupled with the variety of episodes launched, resulted in an insurmountable minutes seen benefit for workforce Stranger Issues. The children from Hawkins (the fictional city in Stranger Issues) delivered 5.1 billion viewing minutes throughout the 4 seasons in comparison with 1 billion for the well-known Jedi knight. However it’s necessary to grasp the general context of each of those premieres, and the underlying calculations. So far, now we have been streaming audiences primarily based on minutes, however right here we’ll add different statistics for extra perspective and comparability. 

The discharge of Stranger Issues Season 4 made it solely the third title to ever break the 5 billion weekly viewing minute mark and locations it third total (Tiger King had 5.3 billion and Ozark notched 5.2 billion, each in the course of the pandemic lockdown interval in March 2020). The present seven episodes of Season 4 (two extra are to observe in July) accounted for over 4 billion minutes by themselves.

For Disney+, Obi-Wan Kenobi represents the most important unique collection premiere weekend ever on Disney+, and it’s only the third non-movie title on the streamer to exceed 1 billion viewing minutes. (Loki additionally did it twice in July 2021 however with 5 episodes and the next week with six).

However minutes seen offers a bonus to packages which have extra content material both by a number of seasons, extra episodes or longer length episodes. From a “minutes obtainable” perspective, Stranger Issues has a definite benefit in all three classes with 32 episodes versus two for Obi-Wan Kenobi, in addition to longer durations inside these 32 episodes. However for a extra direct comparability of the 2 premieres, we’ll deal with the primary episode of every launch (Stranger Issues Season 4, Episode 1 and Obi-Wan Kenobi Season 1, Episode 1) and have a look at the full viewers within the common minute of every episode.

Aligning the 2 episodes, it’s clear that Disney+ had a strong begin with projected viewers within the common minute on Friday. In that case, the primary episode of Obi-Wan Kenobi achieved a 4% benefit over the corresponding Stranger Issues episode (6.2 million complete viewers vs. 6.0 million complete viewers) and received the primary full day of availability. Nonetheless, wanting on the complete premiere weekend tally, Stranger Issues Episode 1 attracted 12.7 million viewers within the common minute versus Obi-Wan Episode 1’s 11.2 million viewers.

Conversely, after we have a look at minutes seen, the distinction in episode length (53 minutes for Obi-Wan Kenobi Season 1, Episode 1 vs. 76 minutes for Stranger Issues Season 4, Episode 1) turns into extra obvious and, together with the receptive shoppers themselves, helps present Stranger Issues with a 38% benefit for Friday and a 63% tilt by the tip of the weekend.

Irrespective of the way you calculate it, streaming has kicked off the summer time of 2022 with two blockbusters, a lot to the delight of viewers who responded with a mixed 6.2 billion viewing minutes.

And with extra releases scheduled all through the following few months, we’ll proceed to watch Nielsen Streaming Content material Scores, which allow our shoppers to grasp viewers habits throughout linear and streaming content material to most successfully place and worth their programming. The Streaming Content material Scores service offers protection of content material throughout Netflix, Amazon Prime Video, Hulu, Disney+, AppleTV,+, with plans to develop to different providers within the close to future.



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