That's the thing--whenever you hear these claims, you've got to devote a minute or two finding out how they collected their data, and whether you believe it even possible to know what they claim to know.

For instance, if it's streaming numbers, you can at least tell how many devices are processing the show (which is why I asked about a Buffalo Wild Wings). If it's not that, then how?

I have a strong suspicion that they're mostly just inventing these numbers.