Two titles were able to stand out the most in October amid a sea of Halloween, true-crime and horror programming on Netflix, 7Park Data figures provided exclusively to Variety Intelligence Platform suggest.
Of U.S. 7Park Data panel members who viewed at least two streaming services in October, nearly 16% watched “The Haunting of Bly Manor,” a percentage higher than that of all other Netflix titles, like “Hubie Halloween” (12.7%), “American Murder” (10.3%) and “Unsolved Mysteries” (7.5%).
Not far behind “Haunting” was “Schitt’s Creek,” which early debuted its S6 on Netflix last month and was second place in 7Park’s cross-platform audience-share ranking.
7Park Data’s cross-platform rankings only reflect the viewing activity of its panel members who watched at least two of the following SVODs: Netflix, Prime Video, Hulu, Disney+ and Apple TV+. But keep in mind 78% of U.S. adult SVOD users are now subscribed to two or more video streaming services, according to Activate.
Using audio content recognition to calculate its rankings, 7Park on a daily basis measures the number of unique users who tune into titles and how long those users spend with titles via audio content recognition. The research firm utilizes a census-balanced panel in the range of 15,000-25,000 U.S. households watching via connected TV (either smart TVs or devices connecting TVs to the Internet — e.g., Roku).
Watching at least two minutes of a program is counted toward share of viewership. Mobile viewing isn’t measured by the 7Park panel, and viewership data for Apple’s potential awards contender “On the Rocks” was not made available by 7Park at the time of publication.
Solidifying the recent streaming dominance of “Haunting” and “Schitt’s Creek” in October is the fact that the shows were the top two titles in 7Park’s October cross-platform time-spent ranking.
Sure, titles not measured by 7Park Data could have eaten away at the dominant ranking of “Haunting” and “Schitt’s Creek” had they been captured by the firm. For example, Warner Bros. film “The Witches” starring Anne Hathaway skirted a theatrical release to debut on HBO Max on October 22.
But the fact that “Haunting” was near the top of Netflix’s own public ranking three days after it debuted in October and in early November speaks to the show’s popularity. “Schitt’s Creek” has also enjoyed the real estate of Netflix’s public top 10 ranking since becoming available on the service.
Those two series helped Netflix again dominate 7Park’s cross-platform ranking in last month. The streamer accounted for 8 of the top 10 widest-reaching streaming titles among panel viewers in October and September.
The majority of Netflix’s titles in 7Park’s top 10 cross-platform audience share ranking were TV shows in both of those months. But Netflix’s outsize influence in 7Park’s ranking should be expected given its streaming market-leading content budget.
What’s more unexpected is that time spent on Netflix declined among measured 7Park panel viewers from September to October. That figure also fell month-to-month for Hulu and Prime Video, while it rose for Disney+ and Apple TV+.
7Park’s figures suggest the bump in time spent on Disney+ was largely in part to “The Mandalorian,” which was by far its most watched show of the month.
Meanwhile, Apple has “Ted Lasso” to thank, although several other of its recently debuting originals like “Tehran” and “Long Way Up” seem to be taking off among its subscribers.
And despite not nabbing as many viewership minutes in October as the month prior, Netflix, Prime Video and Hulu continued to see certain originals, like “Lucifer,” “Utopia” and “PEN15,” perform well month-to-month.
“Lucifer” accounted for 2.2% of 7Park Data panel viewers’ time spent on Netflix in October, down from 4% in September (S5 of the series debuted in late August). Note that “Schitt’s Creek” is Netflix’s most watched October title by time spent in the Netflix ranking below, while it is the second most watched title by time spent in the cross-platform ranking.
The discrepancy is because the chart below and the cross-platform time spent ranking above aren’t exactly measuring the same audiences. Again, the cross-platform ranking only measures 7Park panel viewers who watched content on two or more SVODs. The chart below also captures those multiple SVOD viewers (if Netflix is one of them) as well as 7Park panel viewers who just watched Netflix in October.
So essentially, the difference in the charts is reconciled by the fact that the cross-platform time-spent ranking chart is not accounting for some 7Park panel viewers who only watched Netflix and a lot of “Schitt’s Creek” in October.
On Prime Video, “Utopia” accounted for over 15% of time spent on the platform among panel viewers in October. That was more than double the 6% share of time spent it accounted for on the platform one month prior.
“Woke” was Hulu’s top–performing original by share of time spent on the platform in September, but that title didn’t crack the ranking in October.
“The Mandalorian” clearly outperformed all other Disney+ titles in October, 7Park’s figures suggest.
Apple original comedy “Ted Lasso” became the number one most watched show by time spent on Apple TV+ among 7Park Data panel viewers in October. The fact that “Ted Lasso” has been among the most watched Apple originals (among 7Park viewers) since August, in addition to newcomer “Tehran” cracking the top 10 ranking last month, is just more evidence that Apple TV+ is becoming less “Morning Show”-reliant.