Disney+ has surpassed a major milestone of $2 billion in lifetime global consumer spending through the app stores. Disney+ joins the coveted $2 Billion Dollar Club — in the company of only 34 other mobile apps and games as of January 25, 2022. Within this group, mobile games represent 26 of the 35 apps — alongside only 9 non-gaming apps. Furthermore, Disney+ is 1 of only 5 video streaming providers to reach this coveted milestone, alongside Netflix, YouTube, Tencent Video and iQIYI.
Subscriptions, Exclusive Releases, Strong IP and International Expansion Propel Disney+’s Growth in Mobile Consumer Spend
As reported in our State of Mobile 2022 report, Disney+ was the #2 streaming app by global app store consumer spend in 2021, second only to YouTube. International expansion has been a key strategy fueling global growth in 2021. The top markets driving spending in Disney+ were the US, UK, Canada, Australia, Germany, France, Spain, Brazil, Italy and the Netherlands, respectively. It is notable that Disney+ rivals Amazon Prime Video‘s global footprint in countries where it has seen at least 1 million downloads, despite launching 7 years later on mobile.
Part of Disney+’s success also lies in its exclusive content. In 2021, we saw this play out in the US: downloads spiked 40% for the 30 days after the release of ‘Luca’ compared to the 30 days prior — representing an important strategy for user acquisition. Disney+ has also leveraged exclusive streaming releases in tandem with theatrical releases, often requiring a subscription and additional one-off payment. Strong IP through the Walt Disney Company, Pixar and Marvel Studios, among others, coupled with timely releases, helps to encourage new subscribers and long term retention of the service.
The pandemic accelerated consumer demand for streaming from the comfort of home and the convenience of the device always at our fingertips: our smartphones. In the US, consumers spent 4.2 hours each day on their mobile devices in 2021, compared to only 3.1 hours watching TV. Mobile streaming and subscriptions have reached new highs in 2021 as companies recognize the change in consumer behaviour and harness the power of the small screen.
