×
You will be redirected back to your article in seconds

Beyonce’s ‘Homecoming’ Premiere on Netflix Drew 1.1 Million U.S. Viewers, Nielsen Says

Queen Bey pulled in a big crowd on Netflix with the premiere of “Homecoming: A Film by Beyoncé” last month — with an audience that was overwhelmingly young, black and female, according to Nielsen.

On its premiere date (April 17), the concert film on Netflix reached 1.1 million U.S. viewers and garnered an average minute audience of 828,000 viewers, according to Nielsen. The film — following Beyoncé and her performance at 2018 Coachella, which paid homage to America’s historically black colleges and universities — received a similar average minute viewing audience over the course of the next few days heading into the April 20-21 weekend.

“Homecoming” didn’t register as big an audience as other recent, high-profile Netflix originals, including “Bird Box” (3.5 million viewers on its premiere day) and Will Smith’s “Bright” (5.4 million), as measured by Nielsen. The research firm was unable to provide estimates for other Netflix concert specials, like Bruce Springsteen’s “Springsteen on Broadway” or Taylor Swift’s “Reputation” stadium tour.

It’s worth pointing out that Nielsen’s estimates do not provide a complete picture of Netflix viewing. Nielsen’s SVOD Content Ratings cover only the U.S. and track viewing only on internet-connected TVs (excluding mobile devices and computers). Given the youth-skewing makeup of the “Homecoming” viewership, the exclusion of mobile may have resulted in a sizable undercount of the total actual audience.

What’s notable is the predominantly young, female and African-American composition of the viewers who watched the Beyoncé special.

On premiere day, the film’s audience was 63% African-American, Nielsen found. Within the first seven days of release, the “Homecoming” viewership was 55% African-American within its first seven days — higher than any other original streaming series or film tracked by Nielsen to date. “Bird Box”’s audience was the closest, with an audience that was 24% African-American. Hispanics were 15% of “Homecoming”’s audience and Asians accounted for 5% in the first seven days.

Beyoncé’s Netflix special also skewed heavily female. Within the first seven days of its premiere, the film’s audience was 70% female, more than Netflix’s “Orange Is The New Black” season 6 (66%), “House of Cards” season 6 (54%) and “Bird Box” (57%). In addition, 43% of “Homecoming”’s audience 18-34, 12% were 2-17 and 27% adults ages 35-49, according to Nielsen.

On the social front, “Homecoming” had 757,000 interactions across Facebook, Instagram and Twitter over its first week, most of which were driven by organic content. By comparison, that’s more than three times Netflix’s “Springsteen on Broadway” special (225,000 interactions across Facebook, Instagram and Twitter over its first 7 days following its Dec. 15, 2018).

Among the most-engaging pieces of social content for “Homecoming” came from Michelle Obama on Instagram, in a video congratulating Beyoncé for raising the bar as well as her celebration and promotion of diversity in the movie.

Of the 757,000 total interactions measured around “Homecoming” in the first week, 65% occurred on Twitter, 33% occurred on Instagram, and just 2% occurred on Facebook, according to Nielsen.

“Homecoming” came to Netflix under a three-project deal with Beyoncé worth $60 million, Variety reported last month. The price tag for the “Homecoming” special was around $20 million. Beyoncé Knowles-Carter is credited as executive producer, writer and director of the film.

More Music

  • Phillip Eubanks and Marc Hemeon Join

    Phillip Eubanks and Marc Hemeon Join Troy Carter’s Q&A

    Q&A, the music and tech company founded by former Lady Gaga manager and Spotify exec Troy Carter, today announced the appointments of Phillip Eubanks as Chief Operating Officer (pictured above, right) and Marc Hemeon as Head of Design (left). The pair join Carter, J. Erving (Human Re Sources, Atom Factory), Suzy Ryoo (Atom Factory, OMD) [...]

  • Swae Lee

    Hitmaker of the Month: Swae Lee on Sowing the Seeds of Post Malone's 'Sunflower'

    Swae Lee is on another roll. The rapper, singer, songwriter and one half of the duo Rae Sremmurd, first made his mark back in 2015, with catchy, quirky urban smashes such as “No Flex Zone” and “No Type,” that were first underground anthems before eventually exploding onto radio stations nationwide. More recently, Lee, born Khalif [...]

  • Aretha Franklin'Clive Davis: The Soundtrack of

    Three Handwritten Wills Found in Aretha Franklin's Home

    While Aretha Franklin was thought to have died without leaving behind a will, earlier this month three documents were discovered by her niece and filed in court earlier this week, according to the Associated Press. Two handwritten wills, dating from 2010, were found in a locked cabinet, and another from 2014 was discovered in a [...]

  • The Rook

    'The Rook,' Shondaland, Ted Sarandos Among Programming for SeriesFest 2019 (EXCLUSIVE)

    The fifth edition of SeriesFest will deliver panels and programming designed to celebrate individual talent as well as companies who are “taking creative risks and leveraging advances in technology to reimagine storytelling.” On the linup is Starz’s upcoming supernatural thriller “The Rook,” a panel with the creatives behind Shondaland, a look at LGBTQ representation on [...]

  • Lady Gaga61st Annual Grammy Awards, Show,

    Lady Gaga to Perform at New York’s Apollo Theater for SiriusXM

    SiriusXM announced today that Lady Gaga will perform at Harlem’s world famous Apollo Theater for a special invitation-only concert for network subscribers and Pandora listeners on Monday, June 24. Howard Stern made the announcement today during the live broadcast of his show on SiriusXM. According to the announcement, “The special performance will celebrate SiriusXM and Pandora [...]

  • Game of Thrones Composer Ramin Djawadi

    'Game of Thrones' Composer Ramin Djawadi: 'I'm Still in Denial'

    Since the first season, Ramin Djawadi has composed the music for “Game of Thrones” and created the epic tunes, including the iconic theme song, heard over the series’ most memorable moments. With the series finished, he talked with Zane Lowe on Apple Music’s Beats 1 about his experience on the show and an upcoming 20-city [...]

  • Howard Stern acknowledges the audience at

    Is Radio's Shock Jock Era Over?

    Once a pillar of radio broadcasts, terrestrial and otherwise, the popularity of shock jocks, like Howard Stern, Opie and Anthony and Bubba the Love Sponge, has withered in recent years. With Stern expressing remorse over his previous airwave antics during the promotion of his just-released book, “Howard Stern Comes Again,” trade site Radio Ink offered [...]

More From Our Brands

Access exclusive content