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Michelle Obama ‘Becoming’ documentary sees viewership spike amid ‘Melania’ release
Michelle Obama's 2020 Netflix documentary Becoming surged to 47.5 million minutes viewed over Jan. 30–Feb. 1, a 13,300% increase linked to Melania's theatrical release and social media activity.
- Nearly six years after its May 6, 2020 premiere, Michelle Obama's documentary Becoming re-entered Netflix's Daily Top 10 in the United States this week, Newsweek reported.
- Across TikTok, Threads and X, users urged mass streaming of Becoming, pushing hashtags and coordinated posts that boosted its visibility in the Netflix algorithm.
- Luminate's figures show a dramatic weekend spike as viewership rose more than 13,000 percent to 47.5 million minutes during the Jan. 30-Feb. 1 weekend for Higher Ground Productions' 89-minute documentary directed by Nadia Hallgren, following Michelle Obama on her 34-city tour.
- The spike appears to have boosted the film's visibility in Netflix's algorithm, which favors recent viewing velocity, and brought fresh eyes to the 2018 memoir, which has sold more than 10 million copies and logged roughly 1.5 million views between 2023 and 2025.
- Despite a theatrical rollout, Amazon MGM's Melania opened to $7.1 million over Jan. 30-Feb. 1, against a $40 million budget and is expected to lose over $40 million.
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23 Articles
23 Articles
Political rival’s Netflix doc saw 13,000% spike in viewers as Melania Trump’s film hit theaters
Michelle Obama’s 2020 Netflix documentary, “Becoming,” experienced a massive surge in viewership this weekend. This coincided with the theatrical debut of First Lady Melania Trump’s new film, “Melania.”
·Syracuse, United States
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Coverage Details
Total News Sources23
Leaning Left9Leaning Right0Center7Last UpdatedBias Distribution56% Left
Bias Distribution
- 56% of the sources lean Left
56% Left
L 56%
C 44%
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