May 24, 2021
The new WarnerMedia-Discovery entity is poised to be in second place behind Disney in audience demand, according to Parrot Analytics.
WarnerMedia-Discovery (16.4%) is behind only Disney (19.6%) in U.S. cross-platform audience demand, pushing Disney’s lead over the competition down to just 3.2%. ViacomCBS (15.3%) had been in second place before the merger was announced, but is now relegated to third. No other company comes within 5% of ViacomCBS.
“While the merger makes tons of sense from a cultural standpoint, more importantly it will allow WarnerMedia and Discovery to join forces, leap over ViacomCBS and close the gap with Disney in the increasingly competitive battle for audience demand and consumer attention in the United States and around the world,” Parrot analyst Wade Payson-Denney stated.
The total demand for content originally available on a Disney property was the largest of all corporate demand shares. Disney has consistently had the lead in this race. In this scenario, Disney held a 4.3% share advantage over second-place ViacomCBS for the last month of available data. AT&T (WarnerMedia) was in third place — ahead of Comcast — while Discovery was in a distant sixth.
Parrot Analytics’ proprietary metric Demand Expressions measures demand for content in a given market through a wide variety of data sources, including video streaming, social media activity, photo sharing, blogging, commenting on fan and critic rating platforms, and downloading and streaming via peer-to-peer protocols and file sharing sites. Results are expressed as a comparison with the average demand for a show of any kind in the market.