Original Netflix drama Stranger Things is closing in on HBO's smash hit fantasy series Game of Thrones as the season premiere has drawn more than three-quarters of a million engagements across social media platforms.
According to 4C Insights, The number of Stranger Things social media engagements rose from 148,063 the night before the premiere (26 October) to 750,409 on release day of the show on Netflix. The Game of Thrones premiere earlier this year raked in 1,114,152 social engagements, although of course it has been running longer and has a more established fan base.
In terms of demographics, 4C Insights found that some 31% of the audience of Netflix’s flagship show are aged over 35. As more and more devices become capable of streaming direct from Netflix, it provides evidence of the content’s cross-generational appeal.
Meanwhile, 69% of engagements across the US were driven by 18-34 year olds. The data suggests that Snapchat can claim some credit in this achievement, having taken advantage of the newly launched World Lense feature to create its first fully immersive augmented reality advertising with Netflix.
Stranger Things now holds a predominantly female audience, with 57% of social noise in the US being generated by women.