iWorld
Netflix boasts eye-watering viewing figures
MUMBAI: Netflix, the streaming behemoth that enjoys reminding us all that it was first to the party, has revealed its subscribers collectively frittered away a staggering 94 billion hours watching content between July and December 2024. One can only imagine how many unwritten novels, unlearned languages, and unvisited gymnasiums those hours represent.
The company, displaying its customary selective transparency, proudly announced that the comedy caper Carry On topped its film charts with 137 million views. Curiously, Netflix neglected to convert this figure into actual viewing hours—perhaps calculating the true extent of global procrastination proved too depressing even for its data analysts.
Union (131 million views) and Rebel Ridge (129 million) followed closely behind, with Beverly Hills Cop (97 million) and Our Little Secret (81 million) rounding out the top five films that kept humanity from more productive pursuits.
On the series front, to absolutely nobody’s surprise, Squid Game continued its cultural stranglehold with its second season amassing 87 million views. The Perfect Couple (which, ironically, describes Netflix’s relationship with its audience’s leisure time) secured 75 million views, while Monsters: The Lyle and Erik Menendez Story drew in 70 million viewers with its cheery subject matter.
Meanwhile, Emily in Paris continues to defy both critics and cultural cringe in its fourth season, with 58 million views suggesting that viewers simply cannot get enough of watching an implausibly employed American navigate the treacherous waters of croissants and couture. Nobody Wants This completed the top five with 57 million views—a title that clearly doesn’t apply to the show itself.
The streaming giant’s announcement serves as both a flex of its market dominance and a gentle reminder that we’re all spending far too much time staring at screens. Nonetheless, with numbers like these, Netflix executives are likely too busy counting their subscribers to worry about counting sheep at night.
(While like millions of others globally, we too are fans of Netflix and probably contributed a few thousand hours to Netflix’s 94 billion hours, we decided to write this piece in a fun, almost irreverent manner, just like the content Netflix offers. Cheers!)
e-commerce
Instamart gold dig event at Hussain Sagar goes viral
Hyderabad activation ties to gold price lock offer ahead of Akshaya Tritiya
MUMBAI: All that glitters isn’t just gold, it’s also great marketing. A quirky on-ground activation by Instamart at Hussain Sagar Lake has turned into a viral spectacle, with videos of people digging for gold coins flooding social media feeds this week. The campaign, executed in collaboration with Moms, transformed a patch of the city’s iconic lakefront into what online users quickly dubbed a “mini gold rush”. Armed with spades, participants dug through a mud-filled pit in search of hidden gold coins, an activity that drew crowds, cameras and plenty of commentary online, ranging from amused disbelief to outright fascination.
At the heart of the frenzy was a promotional push for Instamart’s ‘Gold Price Lock’ feature, which allows users to secure prevailing gold rates between April 10 and April 16 and complete their purchase later during Akshaya Tritiya, a period traditionally associated with high gold buying. The mechanic cleverly blended physical participation with digital conversion, turning curiosity into a potential transaction.
Branded as ‘Gold Diggers’, the activation leaned into gamified engagement. Those who struck lucky walked away with coins, those who didn’t were nudged with a simple message: lock the price now, buy later. The result was a steady stream of footfall and a surge in user-generated content, as onlookers and participants alike documented the spectacle.
The timing is significant. India remains one of the world’s largest consumers of gold, with demand peaking around Akshaya Tritiya. Data from the World Gold Council suggests the festival alone accounts for roughly 25–30 tonnes of gold purchases annually, making it a high-stakes window for brands looking to tap into consumer sentiment.
As the ‘Gold Price Lock’ feature remains live until April 16, the campaign has already done its job turning a simple product feature into a citywide moment. Because sometimes, the quickest way to get people talking about gold isn’t to sell it, it’s to make them dig for it.
