December 19, 2019
With Disney’s branded subscription streaming video service operational for more than a month, new data suggests a large number of (domestic only) subscribers joined the platform through Apple iTunes. Apple bowed its own SVOD service, Apple TV+, on Nov. 2.
Disney said more than 10 million people signed up for the service in the first 24 hours. Wall Street firm Cowen & Co. estimated the service had 24 million subs by the end of November.
In a report from 7Park Data, monthly subscriptions accounted for 70% of post-launch subscriptions. The Disney+, Hulu and ESPN combined bundle represented about 20% of total subscriptions. Disney said more than 10 million people registered (not subscribed) for the service in the first 24 hours.
Regarding pre-launch sales, 7Park said 56% were for at least a year — 30% opted for a 3-year plan (only offered to D23 members) and 26% chose the annual subscription. The Cyber Monday sale ($10 discount for 1-year plan) boosted annual subscriptions on 12/2 and 12/3, accounting for 35% of sign ups.
Receipts directly from Disney accounted for 58% of the subscriptions with iTunes coming in second at 33% in the first month. Roku and Google Play accounted for 7% and 2% of sign ups, respectively.
7Park said that with Disney+ offering a seven-day free trial (14 days to Delta Air Lines SkyMiles members), the data does not track how many free trials converted into subscribers.