April 1, 2021
Disney+ only launched in Sweden in 2020, but already the branded SVOD platform has resonated in Sweden, especially among families with young children. New data from Mediavision contends Disney+ generated 450,000 subscribers in the Northern European country just two weeks after launching on Sept. 15. By comparison, Netflix took a year to reach the same subscriber tally after bowing in 2012.
The reason? Children’s programming. Disney is an international force with few equals when it comes to kids content.
In total, kids content accounts for 13% of the total runtime (hours of content) across the Swedish VOD streaming market in Q1 2021. The share of kids content is higher for Disney+ than other streaming services included in the analysis (excluding services solely providing kids content).
“Families with children are without a doubt a strong consumer segment for Disney+ — and Mediavision can conclude that Swedish consumers rate Disney highest of all streaming services in the kids genre,” read the report.
However, in absolute terms — Netflix has the market’s largest kids content library in number of titles and total runtime.