Netflix garnered attention last weekend when it announced that its Sandra Bullock-led film “Bird Box” was viewed by more than 45 million different accounts during its first 7 days on the platform, which drew both cheers and snickers from many.
The streaming giant resists releasing numerical viewing figures for its shows and movies, except for carefully curated ones like this 45 million figure for “Bird Box.” That causes intrigue and skepticism whenever they decide to actually put out a numerical figure on anything, which is what they did in the below tweet.
Took off my blindfold this morning to discover that 45,037,125 Netflix accounts have already watched Bird Box — best first 7 days ever for a Netflix film! pic.twitter.com/uorU3cSzHR
But hidden in that 45 million figure is something else that has become more important to Netflix: How long are people watching Netflix?
Netflix counts a “view” for its movies as an account having watched at least 70 percent of the film’s runtime, including the credits, an individual with knowledge of the data tells TheWrap. Because “Bird Box” is 124 minutes long, that means Netflix is saying over 45 million different accounts watched at least 87 minutes of the drama.
The source tells TheWrap each of those different accounts was only included once in Netflix’s tally, even if, say, “Bird Box” was watched by three different people at three different times on the same account.
While that number may not be attractive to the filmmakers, who probably want people to see their whole movie, it’s important to Netflix. For the streamer, it’s just as crucial to make sure its customers are finding something on their platform that is worth watching enough to keep paying their monthly fee. After all, the “Black Mirror” film “Bandersnatch” with its choose-your-own-adventure narrative that Netflix released last Friday is designed to keep subscribers watching (or playing) it multiple times, as TheWrap did.
For Netflix and other tech companies, including Facebook and Snap, “time spent on platform” is a key figure to investors, who prioritize growth over all else. However, when it comes to time spent on the platform, Netflix doesn’t release those numbers either — except for reporting in 2017 that its average viewing time on the platform had increased 9 percent from the prior year.
But CEO Reed Hastings noted the importance of that metric. “We’re still a small fraction of every society’s overall viewing,” he said during the company’s 2nd quarter earnings call earlier this summer. “So I think there’s still room to go there.”
Marketing insight firm GBH Insights told CNBC in July that their own research found that the average Netflix customer spends 10 hours per week on its platform, compared to 5 hours for Amazon and Hulu.
However, Netflix is trying to fashion itself as a major player in the film industry, having already cornered a major part of the TV space. But touting that over 45 million people watched most of a movie seems like a strange way to court filmmakers and actors who’ve plied their trade at the box office.
After all it’s much easier to gauge success when you put a numerical value on it. For example, Warner Bros. knows that “Aquaman,” which has topped the box office in its first two weekends, has brought in more than $750 million globally.
That’s a finite value they can place on it, and we’re pretty sure those ticket buyers stayed through the whole movie.
'Striking Vipers' to 'San Junipero': Every 'Black Mirror' Episode Ranked, From Good to Mind-Blowing (Photos)
With the arrival of "Striking Vipers," "Smithereens" and “Rachel, Jack and Ashley Too,” it's time to re-rank every episode of "Black Mirror," going back to the first episode, "National Anthem." There are no bad "Black Mirror" episodes, so we ranked them from good to mind-blowing.
Netflix
23. Season 2, Episode 3: "The Waldo Moment"
Many have made the now-trite observation that this episode, about a cartoon bear who insults his way into higher office, predicted the rise of Donald Trump. OK. This episode does a good job of again showing that we bend too easily before the loud and obnoxious. But "Black Mirror" usually has more novel things to say.
Netflix
22. Season 3, Episode 6: "Hated in the Nation"
It's disappointing that "Black Mirror" Season 3 -- one of the best TV seasons ever -- ended with a story that feels a little like "Sharknado." Great acting, though, and it can be taken as a friendly reminder not to cancel people over tweets.
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21. Season 5, Episode 2: "Smithereens"
Topher Grace's lovely performance as a tech guru who hates beeps, bloops and push notifications as much as you do saves this from being a pretty run-of-the-mill hostage drama. But it is a "Black Mirror" episode that could happen right now, in the present day, and we always like when the show pulls that off.
20. Season 2, Episode 2: "White Bear"
Sure, this one's scary, but it's just scary. There's some "Purge"-quality social commentary here, and that's nice. But "Black Mirror" is usually smarter. ("Black Mirror" creator Charlie Brooker seems pleased with this episode, though: "Bandersnatch" calls back to it aggressively.)
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19. Season 3, Episode 2: "Playtest"
This episode relies too much on typical scares to be among our favorites. The sudden turn into real-life horror is more affecting than the haunted house scenes.
18. Season 5, Episode 3: “Rachel, Jack and Ashley Too”
This feels like the umpteenth episode of "Black Mirror" in which someone's digital soul becomes trapped outside his or her body. This time the victim is pop star Ashley (Miley Cyrus! We like her), who ends up inside a robot toy owned by one of her adoring fans. A caper to reunite mind and body ensues, making this one of the funniest episodes of "Black Mirror." It feels deliberately light, and it's charming, but nothing about it will haunt you except Ashley's cheery take on a Nine Inch Nails classic.
17. Season 2, Episode 1: "Be Right Back"
We recommend this episode, and all the ones that follow, with zero reservations. Starring Hayley Atwell and Domhnall Gleeson, "Be Right Back" is another look at the qualities that make us us.
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16. Season 4, Episode 2: "Arkangel"
This episode has the best setup of any "Black Mirror," and seems poised to launch a savage critique of over-parenting. But it doesn't escalate as much as we expected it to, and can't quite live up to its brilliant concept.
15. Season 1, Episode 2: "Fifteen Million Merits"
This twist on "American Idol"-style mobs is gorgeously acted by Jessica Brown Findlay and a pre-"Get Out" Daniel Kaluuya, and their chemistry helps sell familiar lessons about literal cycles of exploitation. We think about this episode every time we ride an exercise bike, which probably isn't often enough.
Netflix
14. Season 1, Episode 1: "National Anthem"
This mean little story feels all the meaner because it's so easy to imagine it happening in real life. It's a perfect first episode, because there's no better test of whether "Black Mirror" is for you.
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13. Season 4, Episode 6: "Black Museum"
“Black Museum” references every past episode in the anthology, but the ruthlessness with which it merges three vignettes into one nasty story. Letitia Wright and Douglas Hodge counter the ugliness with some beautiful acting.
12. Season 4, Episode 5: Metalhead
Hey, Alexa: Is this episode just a stripped-down survival story? Or a grim warning that our reliance on Amazon is a slippery slope into Terminator dogs chasing us down across a hellscape Earth? Just asking.
11. Season 4, Episode 3: "Crocodile"
If Alfred Hitchcock had done a "Black Mirror" episode, it would go pretty much like this. A frosty blonde antihero (Andrea Riseborough) tries to outsmart a relentless insurance adjuster. A rodent gets involved.
10. Season 2, Episode 4: "White Christmas"
If you're dreaming of a black Christmas, this showcase for madman Jon Hamm combines two imaginary technologies -- one of which allows you to "block" people in real life -- to tell one of grayest stories ever told. Sentiment-free, it's the most "Black Mirror" episode of "Black Mirror."
Netflix
9. Season 4, Episode 4: "Hang the DJ"
Boy and girl meet cute in The System, which is designed to find “true matches.” If you and your better half are fighting over complicated wedding plans and too-high expectations, stop and watch this episode and remember you don't owe anything to anyone but each other.
"Hang the DJ" is probably the sweetest episode of "Black Mirror," and is therefore not our favorite.
8. Season 3, Episode 3: "Shut Up and Dance"
No episode of "Black Mirror" will leave you feeling worse about humanity than this one. The ultimate prank is on you. Oh, also? It could happen. Similar things have already happened.
Netflix
7. Season 4, Episode 1: USS Callister
This one makes the Top 5 on sweep and ambition alone. And it's one of many episodes that remind us to never let anyone make a digital copy of your soul. Stars Jesse Plemons and Cristin Milioti should be in everything.
6. Standalone movie: "Bandersnatch"
By far the most ambitious "Black Mirror," "Bandersnatch" does something never before attempted in serious drama, using the "Choose Your Own Adventure" format to ask provocative questions about free will and power. Part film, part video game, it's incredibly impressive, and builds a complicated, stunning alternate-reality 1984 that we're still navigating. The one flaw is that the lack of a consistent narrative makes it hard to completely engage with the characters.
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5. Season 3, Episode 1: "Nosedive"
This is the episode that probably hits closest to home: We think about it every time we get in a Lyft or consider writing a negative Yelp review. The Bryce Dallas Howard story is a perfect sendup of our obsession with social-media approval. As soon as it ended we tweeted how much we loved it, then waited to see if anyone would retweet us, and... why didn't they? What's wrong with them? What's wrong with us?
Netflix
4. Season 5, Episode 1: "Striking Vipers"
One of the best written and acted episodes, with an especially good turn by Nicole Beharie as a woman trying to figure out what's wrong in her marriage. What's wrong is very hard to explain, but it revolves around a video game obsession shared by her husband (Anthony Mackie) and his former roommate (Yahya Abdul-Mateen II). This is one of the scariest episodes of "Black Mirror," because the fear of a relationship disintegrating is so well-grounded. But there's also a beautiful resolution.
3. Episode 3, Season 5: "Men Against Fire"
We don't say this lightly: This episodes stands alongside "All Quiet on the Western Front" and "Full Metal Jacket" as one of the best stories about how war really works. (Even though the speech about how most soldiers don't fire their weapons might be totally wrong.)
Netflix
2. Season 3, Episode 4: "San Junipero"
No other story better captures the 1980s' pulsing mix of hope, heartache, cruelty and perfect pop music. It's another episode that could have been a Best Picture, and it may be the best single episode of television at capturing raw emotion. (It also feels joyously defiant that this story of colorblind LGBT love was filmed in South Africa, a former bastion of government-mandated bigotry.)
Netflix
1. Season 1, Episode 3: "The Entire History of You"
If you've ever been in a relationship with anyone who's been in another relationship, this one will crush you. Should life be lived, or remembered? And can you separate the living from the remembering? We think of this episode every time our memories fail us -- or serve us much too well.
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There are no bad episodes of ”Black Mirror,“ but only one of the new episodes is among the best
With the arrival of "Striking Vipers," "Smithereens" and “Rachel, Jack and Ashley Too,” it's time to re-rank every episode of "Black Mirror," going back to the first episode, "National Anthem." There are no bad "Black Mirror" episodes, so we ranked them from good to mind-blowing.
Netflix
Netflix
