June 28, 2022
Disney+ has struck streaming gold with original “Star Wars” series “The Mandalorian,” “The Book of Boba Fett” and “Obi-Wan Kenobi.” The series have driven Disney+ subscriber growth and usage as the veritable “Star Wars” brand expands beyond legacy theatrical releases.
Reelgood compared the engagement and streaming activity of “The Book of Boba Fett,” “The Mandalorian,” and “Obi-Wan Kenobi” and indexed it against the average streaming and engagement activity of a Disney+ show. The streaming engagement is an aggregate of behavioral data on the Reelgood site and apps, including playback, tracking and other interactions.
Reelgood found that streamer response to the “Obi-Wan Kenobi,” featuring Ewan McGregor in the title role, has been impressive. The series had 144 times more engagement than the average TV show on Disney+ during its first two weeks since its May 27 debut. That compared with 86 times more engagement for the second-season debut of “The Mandalorian” on Oct. 30, 2020, and 74 times more engagement for the premiere of “The Book of Boba Fett” on Dec. 29, 2021.
That said, the season finale of “Obi-Wan Kenobi” generated 1.8 million households during the “live+4-day” window. That was 400,000 fewer households that streamed the final episode of “The Mandalorian” in the L+4D window.
“With this week’s conclusion of the Disney+ series, it’s clear that fans continue to be hungry for ‘Star Wars’ content, Cole Strain, VP of measurement products at Samba TV, said in a statement. “‘The Mandalorian’s’ already-established fanbase likely contributed to its higher level of viewer retention, while ‘Obi-Wan’ continues to build its following as a fan favorite.”
Separately, 2.1 million U.S. households streamed Shang-Chi and the Legend of the Ten Rings on Disney+ during the L+4D window, while 2 million households streamed The Eternals during the L+4D window, and 2.1 million households watched Doctor Strange in the Multiverse of Madness.
“Disney+ continues to bring in audiences to the Marvel franchise, and the draw is only building,” Strain said.
Meanwhile, 1.2 million U.S. households streamed the third season debut of “The Umbrella Academy” on Netflix during the L+4D window.
“About 413,000 households binged the entire season over the weekend, Strain said.