‘WandaVision’ Audience Bigger Than Netflix’s ‘Bridgerton’ in January, Data Suggests (Subscriber Extra)
Despite not even having its entire first season available in January, Disney+’s “WandaVision” was unmatched in U.S. popularity by other titles across major video streaming platforms last month.
That’s according to data provided exclusively to Variety Intelligence Platform by connected-TV analytics provider TVision, which found that “WandaVision” was the most viewed title of January 2021 across measured platforms.
“WandaVision” had an indexed audience-size figure of 8,127, meaning it was nearly 81.3 times more viewed than the average title TVision measured across SVOD platforms in January. TVision determines viewing impressions by counting viewers who have watched a title for at least two minutes within a session of watching content for at least five minutes.
That figure bested comparable indexed audience-size figures for still–buzzy Christmas Day–debuting titles “Bridgerton” on Netflix and “Soul” on Disney+, which were the No. 2 and 3 most watched titles across platforms measured by TVision in January.
TVision measures viewing across all major U.S. SVODs (including Netflix, Prime Video, Hulu, Disney+, Apple TV+, HBO Max, Peacock, CBS All Access and Discovery+) and AVODs (YouTube, the Roku Channel, Pluto TV, Tubi). The analytics company tracks viewing of nearly 25,000 titles among 5,000 households (14,000 individuals) across the U.S. on connected TVs.
Mobile device viewing is not measured by TVision, although most time spent viewing video is done via connected TV devices, according to Conviva.
The dominance of “WandaVision” suggests Disney+ has a new flagship original it can use to help fend off critics who say it’s too dependent on “The Mandalorian.”
Meanwhile, the January performance of Christmas Day–debuting titles in January suggests the popularity of “Bridgerton,” “Soul” and “Wonder Woman 1984” didn’t immediately fizzle out.
Netflix in January had notable titles including Venice Film Festival winner “Pieces of a Woman” and Carey Mulligan starrer “The Dig.” However, the former film seems a bit too arthouse to crack TVision’s top rankings, while the latter released at the end of the month and could find a spot in TVision’s February rankings.
In January, nearly half (48%) of time spent measured by TVision went toward SVOD services, while 23% went toward AVODs. The top five SVODs, in terms of share of time using streaming devices, were Netflix (23%), Hulu (12%), Prime Video (5%), Disney+ (3%) and HBO Max (2%).
A title that helped boost viewing on Netflix that didn’t crack the cross-platform top 10 ranking in January was “The Queen’s Gambit.” On Prime Video, “I’m Your Woman” and “The Wilds” performed strongly in January, while top Hulu titles included “Happiest Season” and “Letterkenny.”
“The Queen’s Gambit” was far from a one-off phenomenon for Netflix’s library at this point, TVision’s numbers show. The title nabbing strong viewership numbers (suggested by TVision’s figures) in December and January demonstrates the long-tail power of this limited series.
The sequel to “Borat” continues to get mileage for Amazon, though it was Prime Video’s December 30-premiering comedy special “Yearly Departed” that was its most watched title in January.
“Happiest Season,” a Thanksgiving premiering Hulu original, outshined January Hulu originals like “Endlings” and “The Sister.”
While Disney would have gladly taken the box office revenue typically associated with a film like “Soul” in a pre-pandemic era, its decision to have the film bypass theaters for Disney+ could have boosted the expectation some subscribers have for exclusive films that release on Disney+.
The Jason Sudeikis starrer “Ted Lasso” continues to be a strong asset for the Apple TV+ library. But it was Justin Timberlake’s first onscreen feature role since 2017 in “Palmer” that stole the show on Apple TV+ in January, TVision’s data shows.
“Wonder Woman 1984” clearly was an MVP of HBO Max titles in January. However, at the time of this writing TVision’s data did not reflect viewership of “The Little Things,” which the analytics firm said appeared to be a big HBO Max release.
“The Little Things” was the first of 17 Warner Bros. films that will premiere in theaters and on HBO Max simultaneously in 2021.
Looking at the top performing titles across Peacock in January, it’s no wonder NBCU essentially pitched tiers of Peacock to consumers earlier on based on how much of “The Office” they wanted to watch.