DIS
'Mandalorian' subscriber spike highlights original-content importance to
Disney Plus
- Disney (NYSE:DIS) drew analyst praise for its quarterly earnings beat
largely
due to its momentum in streaming media - the company reported 73.7M
subscribers to Disney Plus, its flagship service, after its launch last
November.
- And a hot topic around the service's launch last year was a
front-and-center concern over what original content would continue to
draw
new subscribers. Disney had a vault of beloved family content, and a key
original *Star Wars* series in *The Mandalorian* - but not much else,
its critics noted.
- Now, with a season 2 of the critical hit freshly launched, analytics
company Antenna digs in to ask: Who's signing up for Disney Plus to
watch *The
Mandalorian?*
- Even with Disney avoiding the Netflix single-release model, and
parceling out its episodes weekly, Antenna still notes a spike in signups
coinciding with the season premiere - and that spike was greater than the
one around Disney's straight-to-video experiment with *Mulan,* and more
than triple its October sign-ups benchmark.
- And some 29% of those who signed up for *"Mandalorian* weekend" were
re-subscribers, Antenna's Brendan Brady notes - also a notable spike over
an October benchmark of 22%. And of those, 62% had previously subscribed
in
2019 *(The Mandalorian* debuted at the same time as Disney Plus, on Nov.
12, 2019).
- The demographic profile of those sign-ups also skews a little
differently: They were more likely to be male, 26-34 years old, and have
no
children in the household.
- That indicates that Disney Plus originals that stretch out to appeal
beyond the kids/family bread and butter are driving new sign-ups from a
broader demographic, Brady says - though that means they may follow a
different retention curve than typical Disney fans as well, as with the
summer release of *Hamillton* (which spurred a 641% increase in
sign-ups, though that cohort was 1.5 times as likely to cancel within the
first month).
- At the time of the season 2 premiere, Dan Gallagher pointed to the
series as a tipping point toward a future where Disney reanchors itself
on
streaming rather than the cinema.
|Today, 6:31 PM|11 Comments
'Mandalorian' subscriber spike highlights original-content importance to
Disney Plus
- Disney (NYSE:DIS) drew analyst praise for its quarterly earnings beat
largely
due to its momentum in streaming media - the company reported 73.7M
subscribers to Disney Plus, its flagship service, after its launch last
November.
- And a hot topic around the service's launch last year was a
front-and-center concern over what original content would continue to
draw
new subscribers. Disney had a vault of beloved family content, and a key
original *Star Wars* series in *The Mandalorian* - but not much else,
its critics noted.
- Now, with a season 2 of the critical hit freshly launched, analytics
company Antenna digs in to ask: Who's signing up for Disney Plus to
watch *The
Mandalorian?*
- Even with Disney avoiding the Netflix single-release model, and
parceling out its episodes weekly, Antenna still notes a spike in signups
coinciding with the season premiere - and that spike was greater than the
one around Disney's straight-to-video experiment with *Mulan,* and more
than triple its October sign-ups benchmark.
- And some 29% of those who signed up for *"Mandalorian* weekend" were
re-subscribers, Antenna's Brendan Brady notes - also a notable spike over
an October benchmark of 22%. And of those, 62% had previously subscribed
in
2019 *(The Mandalorian* debuted at the same time as Disney Plus, on Nov.
12, 2019).
- The demographic profile of those sign-ups also skews a little
differently: They were more likely to be male, 26-34 years old, and have
no
children in the household.
- That indicates that Disney Plus originals that stretch out to appeal
beyond the kids/family bread and butter are driving new sign-ups from a
broader demographic, Brady says - though that means they may follow a
different retention curve than typical Disney fans as well, as with the
summer release of *Hamillton* (which spurred a 641% increase in
sign-ups, though that cohort was 1.5 times as likely to cancel within the
first month).
- At the time of the season 2 premiere, Dan Gallagher pointed to the
series as a tipping point toward a future where Disney reanchors itself
on
streaming rather than the cinema.
|Today, 6:31 PM|11 Comments
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