Michelle Obama’s ‘Becoming’ Soars in Viewers as ‘Melania’ Premieres
The recent premiere of the documentary “Melania” by director Brett Ratner has led to a remarkable upswing in the viewership of the Netflix documentary “Becoming,” focusing on Michelle Obama. According to data from Luminate, “Becoming” witnessed an unprecedented surge in U.S. viewership over the weekend following “Melania’s” release. This increase highlights the heightened interest in First Ladies and their narratives.
Viewership Statistics for “Becoming”
Originally released in May 2020, “Becoming” jumped an astonishing 13,300% in total viewing time compared to the previous weekend. Here are the key statistics from January 30 to February 1:
- Total viewing minutes: 47.5 million
- Minutes viewed previous weekend: 354,000
- Total streaming views for the peak weekend: approximately 480,000
Before “Melania” debuted, “Becoming” had seen an average of a few hundred to a few thousand views on various days in January. However, on January 30, it logged nearly 1 million minutes viewed, which rose dramatically to 13.9 million minutes on the 31st. The most notable spike occurred on February 1, with 32.7 million minutes viewed, indicating a growing audience interest.
Impact of “Melania’s” Release
The timing of this surge in viewership coincides with the theatrical debut of “Melania.” The documentary presents an intimate look at Melania Trump in the weeks leading to her husband’s second inauguration.
“Melania” achieved significant commercial success, grossing $7 million during its opening weekend and marking it as the highest-grossing non-fiction feature in a decade. Released in 1,800 theaters, the film had the potential to gross over $30 million. However, it faced challenges since its production costs reached $40 million, alongside a $35 million marketing budget.
“Becoming”: A Cultural Phenomenon
“Becoming,” directed by Nadia Hallgren, is regarded as a landmark exploration of Michelle Obama’s life before and after her time in the White House. The documentary provides a behind-the-scenes look at the “Becoming” book tour, which captivated audiences nationwide.
Released in 2018, Michelle Obama’s memoir became that year’s bestseller, with a notable event held at New York’s Barclay Center, attracting approximately 19,000 attendees.
As both documentaries continue to garner attention, the evolving narrative of America’s First Ladies proves uniquely compelling.
