"Six years after its release, Michelle Obama's Netflix documentary has experienced a revival amid Melania Trump's movie hitting theaters. According to data tracking company Luminate, viewership in the U.S. for Becoming surged over 13,000% last weekend compared to the previous one. While roughly 354,000 minutes of the Emmy-nominated chronicle were viewed the weekend of Jan. 23-25, more than 47.5 million minutes of Becoming were viewed over Melania's opening weekend."
"The resurgence of interest in Becoming,' is a prime example of audiences discovering, or re-discovering, catalog content due to larger conversations in the zeitgeist, Luminate Communications Lead Jimmy Harney said in a statement. In response to the widely promoted Trump movie's premiere weekend, social media users encouraged followers to help make the Obama documentary the No. 1 film on Netflix."
Six years after release, Michelle Obama's Netflix documentary Becoming experienced a massive revival in U.S. viewership, surging over 13,000% during the weekend of Melania Trump's movie opening. Luminate reported roughly 354,000 minutes viewed Jan. 23-25 versus more than 47.5 million minutes over Melania's opening weekend. Social media users encouraged streaming to push Becoming to No. 1 on Netflix, and Luminate described the resurgence as an example of audiences re-discovering catalog content amid broader zeitgeist conversations. Melania's film, though largely panned by critics, had the biggest nonfiction opening in a decade with around $7 million and involved roughly $40 million acquisition plus $35 million in promotion.
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