Subscriptions, exclusive releases, strong IP and international expansion has fueled growth in mobile subscriptions according to App Annie data
Disney+ has surpassed a major milestone of $2 billion in lifetime global consumer spend 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. Top markets driving spend 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 to 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 behavior and harness the power of the small screen
Looking for More Mobile Insights?
Sign up here to claim a copy of App Annie’s industry-leading State of Mobile report:
App Annie is a mobile market estimate service provider. App Annie is not registered in any investment advisory capacity in any jurisdiction globally, and does not offer any legal, financial, investment or business advice. Nothing contained in this communication, or in any App Annie products, services, communications, or other offerings, should be construed as an offer, recommendation, or solicitation to buy or sell any security or investment, or to make any investment decisions. Any reference to past or potential performance is not, and should not, be construed as a recommendation or as a guarantee of any specific outcome. You should always consult your own professional legal, financial, investment and business advisors. Additionally, by providing the information herein, App Annie does not make any representations or warranties and does not undertake any legal or contractual obligations whatsoever. No liability may accrue to App Annie as a result of providing this information to you.
January 27, 2022Market Data