Tudum Livestream Scores 78 Million Views — but Netflix CMO’s Real Measure of Success Is All Those Crying Fans in Brazil (EXCLUSIVE)

variety.com:

Jennifer Maas TV Business Writer The livestream for Netflix’s third annual Tudum fan event garnered 78 million views across all of the streamer’s social platforms Saturday, marking this version — presented in front of 11,000 people in São Paulo, Brazil — as up 86% in viewership from last year’s 41.8 million views, and more than 203% from 2021’s initial 25.7 million.

Netflix likely didn’t set out to bring the in-person Tudum crowd to tears during the three-hour event — but once they started flowing, it was a fortunate side effect the streamer proudly displayed on social media. “I wish you could have been there to convey the electricity of the audience and capture those moments,” Netflix chief marketing officer Marian Lee told Variety Tuesday about the streamer’s first attempt at pulling off Tudum as a real-time presentation with an in-person audience, following two years of the virtual-version of the event. “We posted on Twitter crying fans in the audience because it was just like that sort of Beatles moment every time one of their favorites came on stage, there were just sobbing tears in the audience.” It wasn’t just the Netflix C-suite that was pleased with the emotions that were running high during the three-hour, livestreamed event: “Never Have I Ever” star Maitreyi Ramakrishnan, who co-emceed Tudum alongside “Outer Banks” star Chase Stokes and “Back to 15″ star Maisa Silva, was blown away by the response as well. “I knew the energy and excitement would be outstanding, but I could have never imagined it would be as amazing and passionate as it was,” said Ramakrishnan, who was promoting the fourth and final season of the Mindy Kaling comedy alongside her co-stars. “Brazil made me feel so welcome and that truly is