Brief:
- Disney+ was downloaded 22 million times worldwide in the first month of the video streaming app's release, per data from app researcher Apptopia cited by Variety. The researcher determined that Disney+ has 9.5 million daily active users (DAUs), 84% of whom are in the U.S.
- Viewers also are spending more time with the Disney+ app than with rival streaming platforms. The average user session on Disney+ is 5.8% longer than on Netflix and 7.8% more than on Amazon Prime Video, per Apptopia. The researcher estimated that Disney+ reaped $20 million in app revenue since launching.
- Disney+ has been downloaded more than any other app since its launch, ranking No. 1 every day in Apple's App Store and Google Play, per Apptopia. The researcher measures mobile downloads and usage, and doesn't include Disney+ viewership on devices such as smart TVs, Roku, Apple TV or desktop browsers, CNBC reported.
Insight:
The strong performance for the Disney+ mobile app is another sign that audiences are making smartphones and tablets a key part of their daily video consumption. The service is ad-free like Disney's cable channel, but it's not clear how much it will limit the audience for marketers seeking to reach consumers on connected TVs and ad-supported streaming services. Mobile marketers will have to continue to look for ways to reach audiences on other platforms, such as social media apps that are building out their video content or ad-supported services like Quibi, which launches next year.
Disney won't reveal more detailed numbers until its next earnings report, but Apptopia's metrics indicate that its mobile audience is significant. It's less clear how many downloads have translated into paid subscriptions and how consumers will spend their limited budgets for streaming media among a growing selection of paid platforms. So far, Disney+ hasn't had a major negative effect on downloads and user engagement for rival streaming services such as Netflix, Amazon Prime Video and HBO, per Apptopia. That early finding indicates that the services don't have much overlapping content that would lead people to cancel services, and that they're likely to pay for several subscriptions.
The strong download numbers for Disney+ also are a testament to the strength of the Walt Disney brand and its lineup of content, which not only includes its vast library of animated films but hit franchises like "Star Wars" and Marvel. The strong interest in Disney+ also was seen in Google's annual trends report, which said Disney+ was the No. 1 search term in the U.S. this year.
Disney+, which costs $4.99 a month or $12.99 a month in a bundle with Hulu and ESPN+, also lifted installs of those apps, Apptopia found. Meanwhile, Roku also benefited as people watched Disney+ on its streaming platform. Disney+ currently is only available in the U.S. and four other countries, and will roll out in Western Europe in March, followed by Latin America and Eastern Europe in the fall, helping to drive additional growth.
