And though John Krasinski chose to show the monsters in his horror film, which is being compared to Bird Box as a result of some similar plot lines, Bier thinks the Bird Box team made the right call in keeping the creatures off screen. The Hollywood Reporter's Daniel Feinberg isn't quite so positive. The info provided by Netflix also doesn't specify if all of those accounts watched the film from beginning to end, or simply viewed a portion of it.
Shares of Netflix are up 33% YTD. Last year, the Cannes Film Festival banned Netflix original movies from competing for the top prize - Palme d'Or - at the annual movie event.
A Netflix representative told Entertainment Weekly that it counted a "view" once 70% of the total running time, including credits, was surpassed. "It was snake-like, and I was like, 'I don't want to see it when it first happens".
But recall as well that Netflix's 137 million accounts include about 58 million US -based accounts, leaving about 79 million accounts overseas.
On the few other occasions that the streaming giant has revealed numbers, it announced that over 80 million subscribers watched at least one original romantic comedy earlier this summer, led by the breakout hit To All the Boys I've Loved Before.
"I don't believe that films that are given token qualifications, in a couple of theaters for less than a week, should qualify for Academy Award nominations", Spielberg told ITV News.
That 45 million number has not been verified by a third-party measurement company in the way TV ratings and box-office results generally are. Does the figure account for those who accidentally play the film from an auto-play option?
As Business Insider pointed out, it doesn't necessarily mean all those accounts wound up finishing Bird Box. But the company has not released its box-office gross for the movie. "So it would have been the wrong decision". Undoubtedly, a large part of the reason the film quickly caught the attention of many was because of the plethora of viral memes that emerged from it. "I'll See You in My Dreams' has been on Amazon Prime for two years as well, and I have no idea how many people have viewed the film on that platform".