×

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.

Popular on Variety

More Music

  • Woodstock Festival of Arts and Music

    As Woodstock Turns 50, the Fest's 10 Most Sacred Music Moments (Watch)

    Cars were left abandoned along the New York Interstate. Electrical and speaker systems fuzzed and popped. Amps blew then went silent. The rain was endless as the mud sank deep and rank. Young children ran naked and dazed through crowds of strangers. Food was scarce. Water, unclean. Looking back, Woodstock seems a more apocalyptic, than [...]

  • 'ZZ Top: That Little Ol' Band

    Film Review: 'ZZ Top: That Little Ol' Band From Texas'

    Settling in to watch “ZZ Top: That Little Ol’ Band From Texas,” you may have a burning question that applies to almost no other rock documentary, and that is: Who, exactly, are these guys? The ones behind the beards? If you’re old enough, of course, you probably know that ZZ Top started out, in 1969, [...]

  • NEW YORK, NEW YORK - AUGUST

    Jay-Z to Acquire Ownership Stake in NFL Team (Report)

    Jay-Z will soon acquire a “significant ownership interest” in an NFL team, TMZ reported on Friday. The team was not disclosed, but a source told the site the deal will happen in the “near future,” adding that the billionaire rapper “wants to continue to be a change agent for the NFL.” Jay-Z’s company, Roc Nation, [...]

  • (L-R) NELL WILLIAMS as Eliza, VIVEIK

    How 'Blinded by the Light' Brought Bruce Springsteen's Music to the Screen for a Song

    Blinded by the Light co-writer/director Gurinder Chadha knows firsthand what it feels like to be an outsider. Born in Kenya when the country was a British colony, she grew up part of the Indian/Asian diaspora who made their way from East Africa to London. For that reason, the 59-year-old’s movies has always dealt with the [...]

  • Blake Shelton, Trace AdkinsCMA Music Festival

    Blake Shelton Takes a Shot at 'Old Town Road' in New Single

    Blake Shelton and Trace Adkins have just released a duet, “Hell Right,” that seems to have a beef with “Old Town Road.” But is it a light-hearted, maybe even affectionate slam — or should anyone read culture-war significance into the two country stars expressing a preference for Hank Williams Jr. over Lil Nas X, the breakout [...]

  • Led Zeppelin Stairway to Heaven

    Department of Justice Backs Led Zeppelin in ‘Stairway to Heaven’ Copyright Case

    The U.S. Department of Justice has weighed in on the next big music copyright case on the horizon following the Katy Perry “Dark Horse” decision, and taken Led Zeppelin’s side in the long-running copyright dispute that pits the writers of the group’s anthem “Stairway to Heaven” against the publishers of the earlier song “Taurus” by [...]

  • Teddy Riley Walk of Fame

    From Blackstreet to Hollywood Blvd. as Teddy Riley Receives a Star on the Walk of Fame

    Many musical artists are responsible for hits, whether recording and writing for themselves or producing smashes for others. Teddy Riley’s got the success, having fashioned platinum-plated R&B works for, and with, Bobby Brown, Michael Jackson, Keith Sweat, Doug E. Fresh and more since the mid-’80s, not to mention the music of his own slick soul [...]

More From Our Brands

Access exclusive content