While Disney+ hasn’t reported any figures on the first episode of Marvel’s Loki which dropped last Wednesday, SambaTV updated their stats to reflect that the 5-day viewership of the show is the best the streaming service has ever seen with 2.5M U.S. households views. That figure beats the 5-day numbers of the first episode premiere of Disney+/Marvel’s Falcon and the Winter Soldier (1.8M U.S. households) and WandaVision (1.6M). Previously, SambaTV reported that the first day number of Loki was a record for a Disney+ show with 890K U.S. households tuning in.
Today at a PaleyFest discussion, Marvel Studios President and Chief Creative Officer said that when it comes to “success in the streaming world, I’m still learning and figuring out.”
“It’s a whole new world,” Feige said, “As far as I know there aren’t really any Nielsen ratings (for streaming). I haven’t been given any Nielsen ratings for a streaming series.”
“All the different streaming services have access to their own information, but don’t share it so easily to the public or across services,” he continued.
“We knew what success meant at the box office, that was very clear. There were numbers to compare it to,” added the Marvel Boss.
“One sign is social discussion of reviews, that’s been helpful,” he said.
Feige brings up an interesting point, and it’s part of the evolution of streaming: What do these streaming numbers actually mean aside from raw numbers? When it comes to measuring streaming viewership, it’s the wild west with no standard streaming data metric determining how well a particular series or special actually did in comparison to the competition. Not to mention, in regards to a global reach, Disney+ and HBO Max aren’t as wide as say Netflix. SambaTV clocks streaming viewership in 3M U.S. households which in tune for at least five minutes. Their sampling doesn’t include mobile viewers, rather Smart terrestrial TVs. I’ve heard the unit of viewer measurement over at HBO Max is a tune-in rate of 2-3 minutes. Netflix reports audience figures as they see fit on their series and movies, and it’s often a four-week global projection. Their Zack Snyder Army of the Dead movie is reportedly one of the top nine most watched on the service in 72M households, tied with George Clooney’s The Midnight Sky.
Prior to talking about streaming figures, Feige said that when it comes to the commerce of the Marvel Cinematic Universe, “I don’t spend a lot of time thinking about numbers, either the budget numbers or box office numbers. I think about them in as much as it allows us to do more work.”
“If Iron Man didn’t work, we wouldn’t have been able to make another movie,” he explained, “If Avengers didn’t work, we wouldn’t have been able to make another Avengers.“
“Success enables you to keep growing and keep evolving,” said Feige, “We have not and have never embarked on a project because research and analysis said we should. Sometimes, quite the opposite.”