it helps that there was a lot of direct to Netflix stuff at the same time. Christmas Chronicles, Jungle Book, Roma,...
Bird Box hit the timing well, people who follow the film awards probably all tuned in at once to see Bird Box and they'll be disappointed when it gets no award nominations.
I think Bird Box was a gateway though where the Academy Awards will get 40 million viewers and they will have to keep up with Netflix now as well as the December films.
the Bird Box numbers could be made up though, too. With YT view records, it seems analytics has got the marketing reach down with high interconnectivity, like when