Netflix audiences this festive season turned to an unlikely star—fire. A virtual log fire, Crackling Birchwood Fireplace, became the streaming platform's most-watched program in the UK on Boxing Day, surpassing high-profile releases like the new series of Squid Game.
The hour-long show, featuring looping footage of birch logs burning in an open fire, captivated viewers with its simplicity. Accompanied by realistic crackling sounds, the program’s description invites viewers to “set the mood for a relaxing good time as a beautiful fire comes to life with glowing embers and dancing flames.”
In addition to Crackling Birchwood Fireplace, another virtual flame-themed program, Classic Crackling Fireplace, ranked as the third most-watched show in the UK on Boxing Day. Designed to add warmth and ambiance to gatherings or quiet nights at home, these virtual fireplaces have become a hallmark of Netflix’s holiday offerings.
By Friday, the virtual fires remained in Netflix UK’s top 10, holding the sixth and ninth spots. Their popularity during Christmas mirrors a growing trend of viewers seeking comforting, low-pressure content during the holidays.
The virtual fireplace isn’t just a UK sensation. Crackling Birchwood Fireplace secured the top spot in Canada and ranked second on Netflix’s Boxing Day chart in the United States, with the classic version coming in fifth.
Netflix first introduced its fireplace offerings in 2013 with Fireplace for Your Home. Since then, the platform has expanded the concept, releasing variations like Bridgerton: Fireplace and Mid-Century Modern Fireplace.
The popularity of these virtual flames peaks during the holiday season, with similar shows ranking among the most-watched in previous years.
Adding to the charm, Netflix’s YouTube channel features a parody behind-the-scenes documentary showcasing a fictional director painstakingly selecting the perfect logs for the fireplace scene, emphasizing the humor and artistry behind this minimalist production.
As high-budget blockbusters and star-studded series vie for attention, the success of Netflix’s virtual fireplaces highlights a shift in viewer preferences toward cozy, stress-free content during the festive season. Whether for background ambiance or a dose of nostalgic warmth, the crackling flames have secured their place as an unlikely holiday favorite.
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