Oscar’s Halo Effect On Best Picture Nominees Dims — Not Just At Box Office But On Streaming: A Scorecard

deadline.com:

EXCLUSIVE: Given how late the Oscars are this year on March 27, and how Covid held older adults back from attending cinemas, an Oscar halo effect was never expected to take place at the domestic box office for Best Picture nominees.All eyes were on streaming.But, was anyone watching?In an exclusive set of viewership data from third-party streaming data corp Samba TV, we can actually see the impact Oscar noms made on movie-watching at home, and the results aren’t exactly anything to jump up and down about.Apple Original Films’ CODA, the expected Best Picture winner, was hardly watched by anyone with 375K viewers stateside taking in the Sian Heder directed and written title.

Less than a million watched the movie on AppleTV+ since it first dropped on Aug. 13 last year. Samba TV measures those U.S. Smart TV households who watched a movie for at least five minutes; the company’s sampling excludes mobile viewing.At the same time, the most watched movies during the Oscar nomination frame of Feb.

8-March 20 were Searchlight’s Nightmare Alley and 20th Century Studios/Amblin/Disney’s West Side Story with respectively 2.1M and 1.9M U.S.

households. Now, these titles’ viewership figures are weighted next to others on the chart below. For the Guillermo del Toro directed noir title, Samba measured how many watched on both Hulu and HBO Max; Nightmare Alley dropped on both services on Feb.