‘The Queen’s Gambit’ Nielsen Winning Streak Continues; What It Means For Streaming And Consumers

For the first time in history, a streaming program remained in Nielsen’s Top 10 Streaming List, three weeks in a row. That program, of course, is Netflix’s
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The Queen’s Gambit.

It not only remained in the Top 10 three weeks running, but remained at the top of the list as number one.

By scoring 1.373 billion minutes viewed – – yes, that’s billion – – the program maintained its elite status as not only a Top 10 streaming program, but one that’s an original, not a repeat or acquisition.

In other words, when Nielsen tracks performance, it’s simply reviewing how much time consumers spend with a program.

Nielsen doesn’t distinguish whether that program has been acquired or has actually been commissioned by, the streaming service.

Whether something is original or has been licensed (acquired) by a streamer for its platform truly matters, not only to the consumer but to the folks who create such content.

If acquisitions dominated the Top 10, the message would be quite clear to the executives at streaming services around town: one should only acquire existing content, versus risking investment in new, untested material.

For Hollywood creators, this is excellent news. It means that original product really matters.  

It also demands that all of the streaming giants take notice of the fact that investment in fresh, bracing and unique material is not only appreciated by subscribers – – they reward it by massive viewership.

When executed well, the “gambit” (if you’ll forgive one pun in a largely pun-free column) or bet on new material, versus the safe path of simply acquiring old, tried-and-true shows and movies, can really pay off.

Beyond The Queen’s Gambit, the other originals that made it into the Top 10 are: The Mandalorian (Disney+); The Crown (Netflix) and The British Baking Show (Netflix)

The rest of the Top 10 are all acquisitions: The Office (Netflix); Schitt’s Creek (Netflix); Grey’s Anatomy (Netflix); NCIS (Netflix); Criminal Minds (Netflix) and The Blacklist (Netflix.)

As a reminder, Nielsen currently only tracks these streaming services: Amazon
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, Disney+, Hulu and Netflix. 

Within a year, it’s fairly certain that Nielsen will include HBO Max, Paramount+ and Peacock in its streaming service weekly performance rankings. 

The primary reason Nielsen isn’t currently including these services is due mostly to the “newness” of the more recent streamers, their ongoing data construction/collection that’s still underway and a desire on each streaming service’s part to get their own house in order, before Nielsen steps inside their world.

Regardless of whether a streamer is part of the Nielsen universe or about to become a member, the bell that’s ringing is loud, clear and impossible to ignore: provide excellent, original shows and subscribers will show up.

Acquisitions are a safe and sound investment, but should only be part of a portfolio of choice.

This is great news for Hollywood as it means more and more opportunity will abound for creators.

This is great news for consumers because they will have more and more choice with each streaming subscription they make.

This is great news for streamers (coming from someone who was once a programming leader himself): it’s always much more fun to invest and support innovation, versus simply relying on what’s come before.