Six years after its debut, Michelle Obama’s intimate documentary Becoming has cracked Netflix’s US Top 10 movies chart again — climbing to #6 on February 2 after entering at #8 the previous Sunday. The timing is no coincidence. As Amazon MGM Studios’ controversial Melania documentary opens in theaters to $7 million in ticket sales, social media users have launched a viral push to boost Becoming’s numbers, turning streaming into a cultural battleground.
The Documentary That Refuses to Fade
Released May 6, 2020, Becoming follows Michelle Obama on her book tour for the bestselling memoir of the same name. Directed by Nadia Hallgren, it offers rare access to the former First Lady reflecting on her Chicago roots, Barack’s presidential campaigns, White House years, and post‑power life. The film earned four Emmy nominations and a Grammy nod, but its initial Netflix run was modest — just six days in the Top 10s and 1.5 million views from 2023‑2025 per engagement reports.
Now, nearly six years later, it’s back. The resurgence is entirely US‑driven, absent from international charts. Netflix Top 10s typically favor fresh releases from the past 30 days, making this organic climb rare. Past examples like Ginny & Georgia’s 2022 TikTok revival show social media’s power, but Becoming’s return feels uniquely charged.
Social Media’s Counter‑Programming Campaign
The spark? Melania’s theatrical debut. Amazon MGM Studios’ film, directed by Brett Ratner and following the former First Lady in the 20 days before Donald Trump’s 2025 inauguration, opened across 1,778 theaters to a strong $7 million — the best non‑music documentary debut in over a decade. Despite controversy over its $75 million acquisition and marketing spend (an unprecedented sum for docs), it drew an A CinemaScore from mostly older white women audiences.
Enter the pushback. TikTok, X, and Threads exploded with calls to stream Becoming under #BecomingOverMelania. Influencers framed it as “cultural resistance,” urging loops to dominate Netflix charts. One viral TikTok from SteveVon and Britt declared, “Say less… Let’s make Becoming number 1!” High‑profile voices like John Leguizamo amplified the message on Instagram.
The strategy worked — temporarily. Becoming hit #8 Sunday, #6 Monday. Black TikTokers and community groups positioned it as Black History Month celebration and Black excellence showcase against Melania’s narrative. Threads users called it a “power move,” while Reddit threads debated Netflix suppressing numbers to avoid White House ire.
Melania’s Theatrical Success Amid Backlash
Melania’s $7 million haul beat $3‑5 million projections, landing #3 domestically behind comedies like Send Help and sci‑fi Iron Lung. Cities like Orlando, Tampa, Houston, Atlanta, and West Palm Beach drove turnout, with 75% white, 70% female, 72% over 55 audiences. Amazon touted its 99% Rotten Tomatoes audience score, but critics panned it as vanity project amid protests (Marie Antoinette costumes outside screenings).
The film’s economics remain debated. At $40 million acquisition + $35 million marketing, it’s history’s priciest doc. Amazon eyes long‑term Prime Video value, but theatrical returns barely dent costs. Still, it proves polarizing figures drive dollars.
Why Becoming Resonates Now
Becoming endures because it humanizes power. Michelle discusses South Side upbringing, balancing motherhood/motherhood, racial pressures in the White House, and finding purpose beyond title. Hallgren’s fly‑on‑the‑wall style captures unguarded moments — tour jitters, fan connections, quiet reflections — making viewers feel like friends, not observers.
Its revival taps deeper divides. In polarized 2026, with Trump back in office, streaming becomes activism. Viewers choose narratives aligning with values; algorithms amplify the loudest. Becoming’s climb — despite modest historical numbers — shows community coordination can move charts.
Higher Ground Productions (Obamas’ Netflix banner) continues thriving; Becoming was an early win alongside Crip Camp and American Factory (Oscar winner). This resurgence spotlights its timeless appeal amid cultural flashpoints.
Whether genuine interest or organized push, Becoming’s return proves documentaries outlive news cycles. As Melania eyes streaming, Michelle’s story reminds: true connection endures.
Check out It’s Netflix Nerd for our latest reviews, updates, release news, and information about Netflix movies and series.