The release of the documentary Melania, directed by Brett Ratner, has ignited a renewed interest in former first ladies. This surge in curiosity seems to have benefited Netflix’s Becoming, which chronicles the life of Michelle Obama.
According to Luminate, Becoming saw a staggering 13,300% increase in viewership over a recent weekend, racking up 47.5 million minutes watched from January 30 to February 1, 2023. Just a week earlier, the documentary only gathered 354,000 minutes viewed. This shift translated to about 480,000 streaming views last weekend, compared to the usual hundreds or a few thousand views it typically attracted in January.
What’s remarkable is the timing of this spike. Right as Melania premiered in theaters, Becoming witnessed its viewership climb. On January 30, it had just under 1 million minutes watched, but by January 31, that number ballooned to 13.9 million. February 1 marked its peak, with over 32.7 million minutes. The momentum continued into the following days, keeping interest alive.
Melania made waves with a strong debut, earning $7 million in its opening weekend. Highlighting the 20 days leading up to Donald Trump’s second inauguration, it’s noteworthy that this documentary opened in 1,800 theaters. Despite the impressive numbers, it was produced on a substantial budget—$40 million for licensing and $35 million for marketing—so its future performance on Amazon Prime Video remains uncertain.
In contrast, Becoming offers a more personal view of Michelle Obama’s life before, during, and after her time in the White House. The documentary captures moments from her book tour for the bestselling memoir, which was a cultural sensation in 2018. At one tour stop, 19,000 fans gathered in New York’s Barclay Center to hear her speak, showcasing her impact and popularity.
According to a 2022 survey by Pew Research, about 64% of Americans have a favorable view of Michelle Obama, reflecting her continued relevance in public life. This appreciation possibly influences the spikes in viewership for her documentary.
The renewed focus on these first ladies shows how the narratives around them can ebb and flow, often aligning with media releases and public interest. The landscape of documentary filmmaking around political figures remains vibrant, with audiences eager to learn more about the lives behind the public personas.
For a deeper dive into the nuances of political documentaries, check out this research study examining viewer engagement trends over time.
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Luminate,Melania,Melania Trump,Michelle Obama,Netflix,TV Ratings
