The metric that In the Heights did relatively well on is percent of total time spent with streaming services. The article notes that In the Heights had a higher percent than Godzilla vs Kong, but Godzilla actually had more people watching at least some of the movie. I don't think the data gatherers know whether In the Heights had a higher percent because the average viewer of In the Heights watched more minutes than the average Godzilla viewer, or because the total "watching universe" was smaller with In the Heights, and therefore it had a larger percentage of a smaller pie. The article writer speculates it's the latter, but that's just a speculation.
The article also notes that HBO Max's total percent of time spent streaming is way higher in 2021 than 2020, which it speculates is because of the simultaneous theater/HBO Max premiering. HBO Max is still the only company that's doing that, which won't last forever. Either it will stop, or others will join in. After all movie theaters are open, I think it will become clearer whether this strategy makes sense. |
