According to data from Samba TV, 2.6 million US households watched Avatar: The Way of Water streaming on Disney+ and Max during the launch (June 7th) plus four day window.

Black and Hispanic households both over-indexed based on viewership of the movie by 10 per cent and 9 per cent respectively, compared to the national US average.

Of the top 25 largest demographic market areas, Portland, Oregon over-indexed the most (+28 per cent), followed by Seattle, Washington (+26 per cent) and Sacramento, California (+26 per cent).

Cole Strain, VP of Measurement Products at Samba TV. commented: “Over a dozen years since the original Avatar film debuted, the regions of Pandora are back — and this time audiences can journey there though the largest screen in the home. James Cameron’s sequel to the 2009 original, Avatar: The Way of Water, brought in 2.6 million US households streaming on platforms Disney+ and Max within the first five days. The unique dual release of the film simultaneously on two of the leading streaming platforms, as well as its appeal to diverse audiences including Black and Hispanic households, likely helped drive the initial surge in viewership.”