Disney does not report its viewership for Disney+ programs like it does for theatrical releases. However, new reports are in from Samba TV, a company specializing in tracking viewers’ streaming habits (similar to Nielsen).
Samba TV reports that 686,000 households watched Cruella in the U.S. over the four-day weekend. For comparison, Mulan was also released over a four-day holiday weekend and saw views from 1.12 million households, about 39% more than Cruella.
A Disney spokesperson told Deadline, “Memorial Day weekend marked the first time consumers have had substantial choice in movie viewing since the onset of the pandemic. Cruella’s strong combined showing in theaters around the world and on Disney+ with Premier Access illustrates that flexibility at this time is critical and that the overall demand for great content is strong.”