Rome. “The Marchese der Grillo” bursts into the Italian media scene and turns it upside down: 13.5 million views on Instagram and over 5.2 million unique users reached for the video “Julia Roberts walking through Rome.” Prime-time numbers — or rather, numbers that outshine prime-time — when compared to the most-watched early-evening TV shows like “Affari Tuoi” and “La Ruota della Fortuna.”
Editorial coverage amplified the effect: the Marchese’s video was featured on major online publications, further boosting its reach.
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Overall Data (Last 90 Days)
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Total Views: Over 100 million
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Total Unique Users: Over 12.5 million
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Average Daily Reach via Stories: About 890,000 unique users (internal data)
An impressive set of figures confirming the consistency of the phenomenon beyond a single viral post.
The Anthropological Analysis Behind the Success
The concept of anthropological analysis developed by writer Matteo Corsini explains the nature and power of these viral videos. Corsini observes, describes, and interprets the everyday life of Rome and Italy with a social, ironic, and deeply human eye, turning ordinary people into absolute protagonists.
From the famous Julia Roberts video (13.5 million views) to the Train Conductor (9 million views), and Bruce Lee, a Chinese private driver who replies in perfect Roman dialect to one of the Marchese’s provocations — each scene becomes an anthropological snapshot of Italian identity, behavior, and language today.
The Bulgari Hotel coachman, the Housewife “Tu mi stufi” (over 5 million views), and the Maranza, nicknamed “Sitting Bull, also known as Bella Chioma”, are examples of how everyday people, through Corsini’s narrative and linguistic framing, have become viral icons. Mass phenomena born from spontaneous, real encounters — often surpassing in popularity videos featuring actual celebrities such as Renato Zero, Gianni Rivera, Nicola Fratoianni, Quentin Tarantino, or Paolo Gentiloni.
This remarkable trend tackles topics of public interest, sometimes sparking debate and controversy, while revealing both the virtues and contradictions of Italian society, as reflected in its daily life.
Comparison with Prime-Time TV
Although the metrics differ (see methodological note below), a reach of 5.2 million people from a single post is comparable — and often superior — to the average audience of leading Italian prime-time shows such as “Affari Tuoi” (Rai 1) and “La Ruota della Fortuna” (Canale 5, hosted by Gerry Scotti).
The verdict? The social wave generated by the Marchese der Grillo extends far beyond the time frame of a single TV episode: the 13.5 million views of the viral reel and the 100 million total views gathered over 90 days show a form of media consumption that is repetitive, shared, and enduring.
Key Figures (for graphic/social cards)
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Instagram — Reel “Julia Roberts Walking Through Rome”
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Unique Users (Reach): 5.2M+
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Total Views: 13.5M
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Content Series — Last 90 Days
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Views: 100M+
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Unique Users: 12.5M+
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Stories (Daily Average): ~890K unique users
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Prime-Time TV Comparison
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Reference Programs: “Affari Tuoi” (Rai 1) and “La Ruota della Fortuna” (Canale 5)
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The Phenomenon
Writer and anthropologist Matteo Corsini, known as Er Marchese der Grillo, has overturned the traditional influencer model. No longer the self in front of the camera, but the smartphone turned toward the city: drivers, train conductors, passersby, women at cafés, housewives. Ordinary people become the stars, while celebrities, for once, sit back — and follow.
From TV studios to the streets: the audience has moved to where real life happens. And the numbers speak clearly — when everyday life is told authentically, it can outshine prime time.
Methodological Note: TV and social metrics are not directly comparable. This analysis adopts a “public-to-public” criterion (unique users vs. average TV audience) to provide a realistic scale of the phenomenon, while total views illustrate the depth and persistence of engagement over time.
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