Since its launch on November 12, Disney has received 28 million installations in the App Store and Google Play in five countries: the U.S., Canada, Australia, New Zealand and the Netherlands, according to Sensor Tower Store Intelligence. Four million of them converted into paid subscribers after a seven-day free experience. These users can choose to pay monthly or annually, contributing $55 million to Disney’s total revenue on the mobile side.
Disney plus first month of listing far outperforms rivals
According to Sensor Tower, Disney Plus is the best-performing online video subscription service on the mobile side since January 2012. Mobile apps for Netflix and Hulu were launched before January 2012, but research data showed that the two online video subscription services were also less than Disney’s.
As the chart below shows, The first month of the Disney Plus listing was far outperformed by its competitors’ revenue in the first month of the year.
Before Disney Plus went on sale, HBO Now was the highest-paid online video subscription service for the first month. The app coincided with the fifth season of “Game of Thrones” in April 2015, bringing its first month to $12 million. However, that’s only 22% of Disney’s revenue over the same period. In terms of paid subscribers, HBO Now had 835,000 first-month subscribers, while Disney Plus had five times as many subscribers (4 million).
Good start, but huge potential
Disney’s first-month earnings have outperformed its competitors, but there is still a broad potential market. Nearly 82% of its existing installed users are from the United States (20 million). In the first month of mobile revenue, U.S. users contributed $46.8 million, or 86 percent. By contrast, rival Netflix has 70 percent of its subscribers and 54 percent of its revenue from outside the U.S.
Given Netflix’s data and The current market performance in places like the United States and Canada, there is reason to believe that the app will continue to grow significantly in 2020 as it launches in more regions. In the first quarter of 2020, Disney Plus will be available in seven European markets, including France, Germany, Ireland, Italy, Spain, Sweden and the United Kingdom. By contrast, these seven markets account for 15% of Netflix’s mobile revenue. Disney’s long brand history and premium film and television content have a large fan base outside the U.S., both in the upcoming European market and in asia beyond, will contribute a lot of downloads and revenue to Disney.