The big winners on streaming video-on-demand (SVOD) services in October were The Haunting of Bly Manor, the Gothic romance follow-up to 2018’s The Haunting of Hill House, and the Canadian sitcom Schitt’s Creek, as per findings provided to Variety by the New York-based analysis firm 7Park Data. The two shows hit #1 and #2 out of a top 10 list, which mostly consisted of other Netflix broadcasts.
7Park creates its ratings charts for SVOD based on a panel of 15,000 to 25,000 American households, and ranks shows based upon the activity of members of that panel. The data does come with substantial caveats: it only reflects the non-mobile viewing of American panel members who watched at least two minutes of a program on Netflix, Prime Video, Hulu, Disney+, and/or Apple TV+. There are a lot of significant shows and services that simply aren’t shown in this dataset. Even so, that does reflect the five largest markets for SVOD, which can still provide useful information about what customers are watching right now.
In short, it’s Netflix. In addition to Haunting and Schitt’s, the top 10 SVOD programs for October included the Adam Sandler seasonal comedy Hubie Halloween (#4), the true-crime documentary film American Murder (#5), Lily Collins’s culture-shock comedy Emily in Paris (#6), and the chess-based coming-of-age story The Queen’s Gambit (#8). Interestingly, the only two programs that were on the charts for both September and October were Ratched (#4 and #7, respectively) and Schitt’s Creek (a distant #10 in September, but #2 in October).
Disney+ managed to force its way into the October top 10 with new episodes of The Mandalorian, which fetched up at #3, and the seasonal classic The Nightmare Before Christmas (#10). No other company managed to get anywhere near the top 10 in October, although Amazon Prime’s The Boys managed to hit a #2 spot in September with its new episodes.
Aside from that, though, Netflix ran the tables in both September and October. That might seem like an obvious conclusion, given how often shows or films on Netflix drive a given week’s cultural conversation (i.e. Queen’s Gambit distracting people from last week’s American election shenanigans), but it’s interesting to see how that actually plays out in the data. A full eight of the top 10 SVOD broadcasts in the U.S. were Netflix shows. They weren’t necessarily Netflix originals—Schitt’s Creek in particular is a rebroadcast of a popular, award-winning Canadian sitcom that originally aired on the CBC—but it reflects the degree to which every other service in the American market is still basically wading in Netflix’s pool.
This also comes after Netflix took heavy fire in the press and on social media in October regarding its early advertising for the controversial French film Cuties. This didn’t just involve the usual cancellation-themed hashtag, but also included an actual indictment leveled against Netflix in a small-town Texas court. This did cause a noticeable spike in cancellations among Netflix subscribers, but the surge only seemed to last for a few days. This probably isn’t the end of the hassles over Cuties for Netflix, as the Texas case is apparently still working its way through the system, but it doesn’t seem to have had a lasting overall impact on the service.
In fact, that’s good for another takeaway: Netflix seems to generally expect that users will be coming and going from its service all the time, rather than just letting the subscription rock month to month.
Source: Variety
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