Enter Generative AI Search
Fisher Stevens' documentary series 'Beckham' premiered on Netflix in October 2023. The four-part miniseries chronicles English footballer David Beckham's story – covering his career on the pitch spanning various international clubs and featuring interviews with his family, friends, and major personalities of the beautiful game.
The release proved to be significant for Netflix. In its first week, the documentary generated a whopping 44% of the streaming platform’s total weekly engagement on social media - 12.8 million of 29.3 million actions. To put this figure in perspective, ‘Beckham’ generated over six times more engagement than the release of ex-UK Royals Harry and Meghan’s docuseries, ‘Harry & Meghan’ (7%)*.
Throughout the documentary’s release month, social media content about Beckham reached a record high of 46 million total actions. This surge in social engagement topped the previous peak set in July 2023, which was driven by Messi's debut with the MLS Club, Inter Miami , where Beckham is currently president.
The ‘Beckham’ effect also boosted social engagement for ex-clubs of the British retired midfielder. During October 2023 - Manchester United earned 3.3 million actions, followed by Real Madrid and PSG with around 1M, AC Milan amassed 379K, and finally LA Galaxy with 218K actions.
One standout moment from the series that went viral featured Victoria Beckham claiming she grew up “working class”. A statement humorously countered by David who made her admit that her father drove her to school in a Rolls-Royce – giving the luxury brand its moment in the spotlight. The iconic clip garnered 12 million views on Netflix's TikTok and sparked several memes, including a Ryanair post, which gained over 360k views on the same platform.
@netflix the banter in the #beckham ♬ original sound - Netflix
@ryanair The working class in question: #workingclass #beckham #ryanair ♬ original sound - Ryanair
Source: Comscore Social, Content Pulse, social media content mentioning “Beckham” across: TikTok, October 2023
The 'Beckham' series not only showcases the iconic journey of a football legend, but also underscores the power of storytelling in driving social media engagement. This is another inspirational example of leveraging narratives that impact the audience.
To find out more about how audiences engage with brands, streaming platforms or social media data, contact us .
Definitions:Social media engagement is calculated by total actions (reactions, shares, comments, reposts, favorites and loves) across Facebook, Instagram, X and TikTok.
Sources:*Comscore social, Content Pulse, social media content mentioning “Netflix” and “Netflix” + “Harry & Meghan” or “Harry&Meghan” or “Harry Meghan” or “Harryandmeghan” across: Facebook, X, Instagram and TikTok, Launch period of ‘Harry & Meghan’ docu-series, which lasted two weeks: December 5-18, 2022
Comscore Total Digital delivers complete digital intelligence across web, mobile and social with one intuitive, always-on interface.
Request a demo