It is rare for a documentary released more than half a decade ago to suddenly reclaim a spot in Netflix’s highly competitive Daily Top 10 charts. Yet, that is exactly what has happened with Becoming, the Michelle Obama documentary that first premiered on Netflix in 2020. Nearly six years later, the film has unexpectedly surged back into the spotlight—this time driven not by Netflix promotions, but by a powerful wave of audience-led engagement across social media.
As Amazon MGM Studios’ new documentary Melania arrives in theaters across the United States, Netflix viewers appear to be responding with what many online are calling a form of “counter-programming.” The result? Becoming has re-entered the Netflix US Top 10 Movies list, sparking widespread discussion about cultural influence, streaming algorithms, and the evolving power of digital audiences.
What Is Becoming? A Look Back at Michelle Obama’s Netflix Documentary
Directed by acclaimed filmmaker Nadia Hallgren, Becoming was released globally on Netflix on May 6, 2020. The documentary offers an intimate, behind-the-scenes look at former First Lady Michelle Obama during her bestselling Becoming book tour.
The official synopsis reads:
“Join former first lady Michelle Obama in an intimate documentary looking at her life, hopes, and connection with others as she tours with ‘Becoming’.”
Rather than focusing solely on politics, the film explores themes of identity, resilience, community, and personal growth. Viewers see Michelle Obama engaging with audiences across the United States, reflecting on her upbringing, family, and the responsibilities that came with her role in the White House.
Becoming was also one of the earliest Netflix projects produced under the streaming giant’s multi-year deal with Higher Ground Productions, the production company founded by Michelle and Barack Obama. That partnership continues today, with multiple films, series, and documentaries still in development.
From Modest Start to Viral Comeback
Despite its cultural relevance, Becoming was not a massive chart-dominating hit when it first launched. The documentary spent just six days in Netflix’s Top 10 Movies list back in 2020. Over time, it settled into Netflix’s long-tail library content.
According to Netflix Engagement Reports, Becoming accumulated approximately 1.5 million views between 2023 and 2025, indicating steady but unspectacular performance—until now.
On Sunday, the documentary made a surprise return to the Netflix US Top 10 Movies at #8. By February 2, it had climbed even higher to #6, a remarkable achievement for a title released nearly six years ago.
Notably, this resurgence appears to be exclusive to the United States, highlighting the role of domestic cultural and political conversations in driving viewership.
Why Is Becoming Trending Again on Netflix?
Netflix’s Daily Top 10 rankings are typically dominated by new releases from the past 30 days. Older titles rarely resurface unless something unusual happens—such as a viral social media moment or renewed public interest tied to external events.
In this case, the renewed popularity of Becoming directly coincides with the theatrical debut of Melania, the Amazon MGM Studios documentary centered on former First Lady Melania Trump.
Across platforms like X (formerly Twitter), TikTok, and Threads, viral posts encouraged users to stream Becoming as an alternative—and in some cases, as a symbolic response—to Melania’s release. The movement gained momentum under the hashtag #BecomingOverMelania, quickly spreading across social feeds.
Many users described the coordinated streaming effort as:
- A “cultural power move”
- A form of digital resistance
- An example of audience-driven influence over streaming charts
This collective action demonstrates how Netflix’s algorithm—which heavily prioritizes recent viewing velocity—can be influenced by concentrated viewer behavior over a short period.
The Role of Social Media in Manipulating Streaming Charts
The return of Becoming highlights a broader trend in modern entertainment: audience-driven algorithm manipulation. Unlike traditional TV ratings, streaming charts respond rapidly to spikes in engagement.
In previous years, similar patterns have emerged. For example:
- Ginny & Georgia returned to Netflix’s Top 10 in 2022 after a viral TikTok trend
- Older films have resurfaced following celebrity news or social movements
In the case of Becoming, the surge was neither accidental nor organic—it was intentional. Viewers actively encouraged others not only to watch the documentary but also to rate it highly, amplifying its visibility.
Melania Documentary: Strong Opening, Heavy Controversy
While Becoming was climbing Netflix charts, Melania was making headlines at the US box office.
The Amazon MGM Studios documentary opened to an estimated $7 million in its first weekend, securing the #3 spot domestically. This makes it the strongest opening for a non-concert documentary in over a decade, a notable achievement by industry standards.
However, the film’s success comes with significant controversy.
Reports suggest Amazon MGM Studios spent:
- $40 million to acquire the documentary
- $35 million on marketing and promotion
This brings the total estimated investment to $75 million, an unprecedented figure for a documentary. For comparison, even large-scale nature projects like Planet Earth reportedly cost the BBC around $25 million.
The scale of this spending has sparked debate among analysts, critics, and industry insiders, raising questions about:
- Return on investment
- Strategic motivations behind the release
- The role of prestige documentaries in streaming wars
What Becoming’s Resurgence Says About Streaming Culture
The sudden reappearance of Becoming in Netflix’s Top 10 underscores several important shifts in modern media consumption:
- Audience Power Is Stronger Than Ever
Viewers are no longer passive consumers. Coordinated streaming campaigns can influence visibility, rankings, and even headlines. - Older Content Can Still Compete
A compelling narrative, combined with cultural relevance, can revive titles long after their release. - Algorithms Respond to Momentum
Netflix’s system rewards rapid engagement, making short-term viral pushes incredibly effective. - Streaming and Theatrical Releases Are Now Interlinked
Events outside a platform—such as a competing theatrical documentary—can directly impact streaming behavior.
Final Thoughts: A Documentary That Refuses to Fade
Nearly six years after its debut, Becoming has proven that impactful storytelling does not expire. Its return to Netflix’s Top 10 is not just about rankings—it’s about relevance, cultural conversation, and the evolving relationship between audiences and platforms.
Whether viewers are revisiting the documentary for its message, its subject, or its symbolism, one thing is clear: Becoming has once again become part of the national conversation.
So, did you stream Becoming this weekend? Or are you witnessing one of the most fascinating examples of digital counter-programming in recent streaming history?
