Netflix’s shock entry — The Hunting Wives — vaulted to a 1.579 billion-minute week (July 28–Aug. 3), ranking No.2 overall behind a blockbuster film. Nielsen’s latest U.S. data shows Netflix titles dominating the top slots while some summer hits tumble fast. The sudden spike signals shifting viewer habits, stronger film-to-streaming openings, and renewed attention on how single-week minutes now shape deals and renewals. Here’s what the numbers say, why it matters for platforms and creators, and how this could reshape streaming strategies into late 2025.
What this 1.58B-minute surge means for Netflix and viewers today
Key facts:
- Netflix’s The Hunting Wives reached 1,579 million minutes in the U.S., week of July 28–Aug. 3.
- Happy Gilmore 2 led overall with 1,989 million minutes, still the top title that week.
- The Hunting Wives rose 16% over its premiere week; other hits fell sharply.
- Nielsen measures TV-set viewing only; mobile/desktop minutes not included.
- Next: Nielsen’s next weekly chart will show whether the spike sustains.
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Netflix’s mix of film openings and breakout serialized drama reshaped the weekly leaderboard: a star-driven movie held No.1 while a newly distributed Starz-to-Netflix drama surged to No.2. That combination underlines two trends — high-impact single-week film debuts now outcompete many multi-episode shows for minutes, and platform acquisitions (shows moving services) can create fresh audience spikes. For advertisers and studios, those spikes change valuation models for licensing and renewals this quarter.
How viewers and critics reacted within 24–48 hours of Nielsen’s release
Fans celebrated the surprise climb on social platforms, while critics flagged the role of Netflix promotion plus franchise fatigue helping films dominate short-term minutes. Industry accounts pointed to cross-promotion and timing around summer releases as decisive. Reaction threads highlight one big consequence: studios may front-load promotion to capture record weekly minutes, not just longevity.
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Nielsen’s list for July 28–Aug. 3 shows film openings and limited-event series capturing enormous single-week minutes, while some serialized shows fall quickly after premieres. Titles like KPop Demon Hunters and Untamed had major swings: KPop Demon Hunters hit 1,102 million minutes, up from the prior week, while Untamed dropped to 872 million, down over 50% from its peak. The pattern suggests viewers are concentrating watch-time on big events and new film releases, compressing engagement windows and pressuring series that rely on slow-burn growth.
How these weekly minute totals are changing content deals and renewals in 2025
Studios and streamers increasingly treat single-week minute surges as bargaining chips for renewals and windowing decisions. A film that posts nearly 2 billion minutes in one week anchors platform marketing and ad rates; a series that spikes then falls may still secure renewals if the premiere generates sustained subscriptions. Expect more licensing bids and shorter marketing windows aimed at creating those headline-grabbing weeks.
The four metrics from Nielsen that industry execs are watching now
| KPI | Value + Unit | Scope/Date | Change/Impact |
|---|---|---|---|
| Top overall minutes | 1,989 million | U.S., July 28–Aug 3, 2025 | Film led single-week minutes |
| Top series minutes | 1,579 million | U.S., July 28–Aug 3, 2025 | Series rose +16% vs premiere week |
| KPop Demon Hunters | 1,102 million | U.S., July 28–Aug 3, 2025 | Up vs prior week (1,030 million) |
| Untamed drop | 872 million | U.S., July 28–Aug 3, 2025 | Fell >50% from earlier peak |
Summary: Big theatrical-style openings now drive headline minutes and reshape renewals.
Nielsen’s week-of-July-28 snapshot shows streaming attention compressing into eventized weeks: films and surprise series climbs command massive minutes quickly. For platforms, the lesson is clear — create and time flagship events to claim those headline weeks or risk losing deal leverage. For viewers, the summer of 2025 proves attention is finite and concentrated around marquee releases.
Sources
- https://www.hollywoodreporter.com/tv/tv-news/streaming-ratings-july-28-aug-3-2025-1236356217/
- https://www.nielsen.com/news-center/2025/streaming-cranks-up-the-heat-in-july-accounts-for-nearly-half-of-all-tv-viewing-in-nielsens-the-gauge/
- https://www.nielsen.com/data-center/top-ten/
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Jessica Morrison is a seasoned entertainment writer with over a decade of experience covering television, film, and pop culture. After earning a degree in journalism from New York University, she worked as a freelance writer for various entertainment magazines before joining red94.net. Her expertise lies in analyzing television series, from groundbreaking dramas to light-hearted comedies, and she often provides in-depth reviews and industry insights. Outside of writing, Jessica is an avid film buff and enjoys discovering new indie movies at local festivals.