Netflix’s critically-acclaimed concert special Homecoming: A Film By Beyoncé reached 1.1 million U.S. viewers on its April 17 premiere date, according to data newly provided by Nielsen via its SVOD Content Ratings system.
Introduced in October 2017, SVOD Content Ratings measures the viewership of subscription video on demand (SVOD) services via audio recognition software installed in 44,000 U.S. homes that contain Nielsen’s TV set meters. While the highly-secretive Netflix has stated in the past that Nielsen’s ratings are “not even close” to being accurate, it is the most reliable measure yet of SVOD viewership data.
According to the numbers compiled by Nielsen, the audience for Homecoming was 63% African American on the day of its premiere and 55% over its first seven days, more than any other Netflix original film or series analyzed to date (the closest was Bird Box with 24%). Hispanics, meanwhile, made up 15% of viewers, while Asians comprised 5%.
Additionally, women made up 70% of Homecoming‘s audience in its first seven days, which is higher than other recent Netflix originals including Orange is the New Black Season 6 (66% female), Bird Box (57%) and House of Cards Season 6 (54%). Age-wise, 27% of the audience was adults age 35-49, 43% was adults 18-34 and 12% was kids 2-17.
Homecoming also thrived on social media. Using its Social Content Ratings –Nielsen’s standardized measurement of activity across Facebook, Instagram and Twitter for a given program — the company estimates the documentary boasted nearly 757,000 interactions over its first week across all three platforms, with 65% of those occurring on Twitter, 33% on Instagram and 2% on Facebook. While Nielsen notes most of those interactions were driven by “organic” fan activity, the most engaging piece of Homecoming social content was Netflix’s official Instagram post featuring former first lady Michelle Obama. That video garnered a total of 136,000 interactions.
By comparison, Nielsen notes that another recent Netflix concert special, last December’s Springsteen on Broadway, had roughly 225,000 social media interactions during its first week of streaming.
The concert portions of Homecoming were recorded during Beyonce‘s now-legendary performance at the 2018 Coachella Valley Music and Arts Festival. An accompanying live album released the same day as the Netflix special debuted at number seven on the Billboard 200 with sales of 38,000 units.
Netflix could not be reached for comment at time of publishing.