March 27, 2020
The Disney+ launch March 24 in Austria, Germany, Ireland, Italy, Spain, Switzerland and the United Kingdom reportedly generated about 5 million app downloads, according to new data from App Annie. By comparison, Disney’s launch of a branded SVOD service in North America last November generated 10 million downloads/sign-ups.
With many Europeans on lockdown at home due to the coronavirus pandemic the launch comes at a time when people are even more inclined to stream video content.
“Disney+ is set to be one of the top streaming apps in the region,” analyst Adithya Venkatraman wrote in a blog post.
With schools closed, Disney+, with its array of kid-friendly programs, made Frozen 2 available three months ahead of schedule.
Disney+ will be available in France on April 7, and additional Western European markets in the summer, followed by Latin-America and Asia-Pacific.
Disney+ began testing the service in India through the company’s Hotstar app, the 10th ranked app in India by time spent on Android phones in 2019, according to App Annie. Disney recently announced the India launch would be postponed.
So far in 2020, Disney+ is the 7th ranked non-gaming app by consumer spend worldwide with the U.S. being the main driver of consumer spend.
Through December 2019, Disney+ users are spending an average of 3 hours and 10 minutes per month in the app, according to App Annie. This is comparable to established players like Netflix (4 hours and 20 minutes per month), and Hulu (3 hours and 20 minutes per month). By the end of 2019, 25% of Netflix users on iPhone in the U.S. also used Disney+, the highest overlap of users among top video apps in the U.S.
With increased social distancing measure taking effect in the U.S. and across the world, free streaming service Pluto.tv (a subsidiary of ViacomCBS), saw a 75% week-over-week increase in time spent on Android phones in the U.S. during the week of March 1-7.
The recent acquisition of Tubi TV by Fox, and the planned April 6 launch of Quibi further highlight the increasing competition among video apps for consumers’ time and money, according to Venkatraman.
“If Disney+’s uptake in European markets is similar to what we saw in the U.S., it would make Disney+ one of the largest streaming services by [monthly active users] in every European market it launched in,” Venkatraman wrote .
He said there was a comparable amount of cross-app usage between Netflix and Amazon Prime in the U.K. and Germany during 2019 — 17% in the U.K. and 25% in Germany.
“This suggests that consumers in these markets are willing to support multiple subscription services. The question is how many, and for how long?” Venkatraman wrote.