Bird Box: Netflix Reveals How Many Accounts Watched in its First Week

Malorie with boy and girl

But Netflix accounts can be shared with multiple people, so the actual number of people who watched Bird Box may be even higher than that. The Hollywood Reporter's Daniel Feinberg isn't quite so positive.

Shares of Netflix are up 33% YTD.

It's possible more people will take the #birdboxchallenge in 2019, as the film has reportedly been viewed on more than 45 million Netflix subscriber accounts since it became available for streaming on December 21. How many of those 45 million watched the movie from beginning to end? Last year, the Cannes Film Festival banned Netflix original movies from competing for the top prize - Palme d'Or - at the annual movie event. "It was snake-like, and I was like, 'I don't want to see it when it first happens".

A Netflix representative told Entertainment Weekly that it counted a "view" once 70% of the total running time, including credits, was surpassed. Every Netflix "account" accommodates five users. The company rarely reveals viewership statistics for its content and is not independently monitored by a third party, such as Nielsen (though the measurement company has attempted to do so in the past).

"Not a peep about how many subscribers watched 'Roma, '" one industry insider said, referring to the company's Oscar hopeful.

Another factor that keeps the views on a Netflix original from being compared to the box office receipts of a major blockbuster is the fact that people do not have to make the same effort to see the Netflix film as those in the theater. Does the figure account for those who accidentally play the film from an auto-play option?

If you've seen it, you're aware of the multitudes that brief statement contains.

Being clear-eyed about Netflix's Twitter brags doesn't mean that we have to be unimpressed with Bird Box's success. The only mainstream director to fully embrace the streaming revolution is Steven Soderbergh, who began experimenting with distribution models when he released his indie movie "Bubble" simultaneously in theaters and on DVD back in 2005. Undoubtedly, a large part of the reason the film quickly caught the attention of many was because of the plethora of viral memes that emerged from it. "So it would have been the wrong decision", she said.

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