NBCUniversal’s Peacock seems to be doing better than Quibi first released, according to Sensor Tower, a store intelligence firm. While the number of downloads for new apps does not fully reflect consumer adoption of cross-platform services, it is by far the most reliable source of market data, in addition to official disclosure data.
In Peacock’s case, Sensor Tower says the mobile app is currently downloaded about 1.5 million times on the App Store and Google Play in the US in the first six days of the market.
That compares with 25 per cent of Quibi’s 1.2m installs in the same period after it went public in the US, but only 12 per cent of the 13m downloads generated by Disney Plus in the first six days.
Sensor Tower chose not to compare Peacock to HBO Max because HBO’s new service replaced the existing HBO Now app, which is already pre-installed on consumer devices.
Peacock, of course, isn’t as well-known as Disney’s brand, and its name hasn’t translated into a familiar “NBC” in the minds of consumers, even though its classic Peacock logo is associated with NBC. What’s more, Disney had an inherent fan base before its streaming service was launched.
Before its launch last week, Peacock had already launched on parent company Comcast’s Xfinity X1 and Flex platforms, but that didn’t include its mobile app, which was launched on July 15th, and the NBCU Peacock app quickly rose to number one in the iPhone App Store and remained until the next day. On the iPad, it also ranked first between July 16 and July 18.
Today, the app has dropped to 26th place on the iPhone (in non-gaming apps). Meanwhile, on Google Play, it has ranked No. 2 since July 17 and no.1 in non-gaming apps.
Shortly after its launch, Quibi also saw it early in the App Store’s list, and on April 6th it was ranked as high as four on the iPhone. But just over a week later, it quickly dropped out of the U.S. iPhone app rankings, and now it’s out of the top 50, according to App Annie. That puts it behind Netflix, Hulu, Disney Plus and Amazon Prime Video. Peacock hasn’t fallen that far, which could be an optimistic sign.
It’s worth noting that Peacock has yet to roll out two of the most widely used living room platforms in the United States. Amazon Fire TV and Roku.