Last week Netflix claimed that 45 million of its subscribers had streamed the Sandra Bullock thriller Bird Box in its first week of release: a record for original movie content on the platform.
Meanwhile, YouTube star Morgan Adams’s 24-hour Bird Box challenge earned more than two million views in five days.
The service was responding to a growing social media fad for the Bird Box challenge, in which people emulate characters in the film who must perform every task blindfolded, lest lurking monsters drive them to suicide.
Netflix rarely releases data on how many subscribers have seen films or TV shows on its site.