“Hamilton” Set Records on Broadway, Now It’s Doing the Same in Living Rooms

Four years ago, the musical “Hamilton” broke all box office records for a single show and propelled the entire Broadway economy to its most successful year ever. The streaming video version of the smash hit is having a similar impact on the streaming video industry.

“Hamilton” debuted over the July 4th weekend on Disney+ and immediately became the most-viewed title across all five major streaming platforms (Netflix, Amazon Prime, Hulu, Apple TV+ and Disney+). The July edition of our Beacon by 7Park Streaming Video Monitor report reveals that “Hamilton” not only continues to maintain its popularity, it reversed a three-month industry-wide viewership decline. 

Across all platforms and households in our panel, the average household streamed 662 minutes in July, up 3% from June. That number remains well above March pre-pandemic stay-at-home order levels, but likely would have fallen without “Hamilton.”

Disney+ engagement was up 20% in July. Viewers spent 100 minutes on the platform, and the majority of that time was watching (and re-watching) “Hamilton.” It was the most watched show, accounting for 20% of all viewers and 7% of time spent across Disney+ and its competitors.

“Hamilton” clearly compelled people to at least browse the selections on the other platforms. In July, 26% of viewers watched two platforms, up from 22% in June; and 9% watched three or more platforms, nearly double the 5% that did so in June. 

However, that did not translate into an increase in the amount of viewership minutes for all five services. 

While Disney+ only viewers grew from 5% in June to 11% in July, daily time spent on Netflix, Amazon Prime, and AppleTV+ was down -3%, -8% and -10%, respectively. Hulu was the only other platform to experience an increase, up 4% due largely to the debut of the movie “Palm Springs” and viewers binge watching prime time TV classics like “Seinfeld,” “Boston Legal,” and “The Golden Girls.”


Learn More

HTML Snippets Powered By :