Steven Knight built Peaky Blinders into one of the most watched British dramas of the last decade. Six seasons, a global fanbase, and a cultural footprint that stretched well beyond the UK. When Netflix announced he was returning with House of Guinness, the expectation was already there before a single episode had aired.
The show arrived on September 25, 2025. Eight episodes set in 1860s Dublin and New York, following the Guinness brewing dynasty in the immediate aftermath of the death of their patriarch, Sir Benjamin Lee Guinness. The will reading that opens the series sets the tone for everything that follows: his sons Arthur and Edward are left in uneasy joint stewardship of the brewery, bound by conditions that mean neither can walk away without losing everything. Political turmoil, Fenian plots, forbidden romances, and a family pulling in every direction at once. Season 1 ends on a gunshot fired at the family during a public rally. It is exactly the kind of television Steven Knight makes.
The question, beyond whether people would watch, was how many and where, and what an audience that size was actually worth to the platform. Digital i tracked House of Guinness across 18 Netflix markets from launch through to March 2026. Here is what the numbers show.
1. 50 million streams in 7 days. 100 million in 20 days.
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House of Guinness did not build slowly. In its first seven days on Netflix, it generated 50 million streams across 18 markets. By day 20, that figure had doubled to 100 million. This was an event from the moment it landed, not a title that crept into the conversation over weeks.
In the UK, it was the 4th highest-viewed series on Netflix in September 2025, based on reach. September is one of the most competitive months of the streaming calendar for new releases. Finishing fourth in that company, in the show's most culturally connected market, is a meaningful result.
2. 28 million households. 14 times the number of homes in Ireland.
Across its full run from September 2025 to March 2026, House of Guinness was watched by 28 million households worldwide. To put that in context: there are approximately 2 million homes in Ireland. The audience for House of Guinness was 14 times that number.
A show rooted in Irish history, named after Ireland's most famous export, built around an Irish dynasty, watched by an audience 14 times the size of every home in the country it came from. That is not a curiosity. That is what happens when a story travels. And for a platform like Netflix, audience at that scale translates directly into commercial value: in subscriber acquisition, in advertising revenue, and in the retention of viewers who might otherwise have churned.
3. 17 of 20 markets reached 10%+. Italy came in highest at 26%.
House of Guinness reached 10% or more of Netflix accounts in 17 of the 20 markets measured. That is breadth. Most shows perform strongly in a handful of markets and tail off quickly elsewhere. House of Guinness cleared the 10% threshold in nearly every market Digital i tracks.
The top performing market was Italy at 26%. The UK followed at 23%. The Netherlands and Spain both came in at 22%. The show was strongest across Europe but also registered high appeal in LATAM and UCAN. Italy leading the table is worth noting. A period drama rooted in Irish and British history, performing highest in Italy, speaks to something in the storytelling that travels beyond cultural proximity.
4. What is House of Guinness actually worth to Netflix?
28 million households and 100 million streams tell you the show performed. What they do not tell you is the value it delivered to the platform: in new subscribers acquired, advertising revenue generated across its 7.6 million ad-supported accounts, and light viewers brought back to Netflix who the platform would otherwise have struggled to reach.
Digital i's Content Valuation product uses global viewing data to estimate exactly that: what a high-budget drama like House of Guinness is worth to the platform that commissioned it. We applied the same approach to Fallout, another global hit with an outsized market footprint. We have produced a full content valuation of House of Guinness. If you are producing high-budget drama and want to understand how viewing data translates into platform value, and what that means for how you pitch, price, and position your content, request the full House of Guinness content valuation.
Source: Digital i. Active Netflix accounts, 18 markets. Launch data: 01/01/2021 – 31/03/2026. Household reach: September 2025 – March 2026. Based on reach where indicated.
