Global consumer spend in the top 5 video streaming apps reached $2.2 billion in 2018 — with streaming services vying for eyes and market share, there’s money on the table and Disney+ has its sights set on mobile mindshare.
On November 12, 2019, Disney launched its highly anticipated streaming service — Disney+ — offering fans exclusive access to Disney, Pixar, Marvel, Star Wars and National Geographic content. Driven by brand value and fan loyalties, the already crowded streaming market will face even more competition with the launch of Disney+.
Why it Matters:
In 2020, we forecast consumers will spend more than 674 billion hours in the Entertainment and Video Player and Editor categories worldwide on Android phones, up from an expected 558 billion hours in 2019. Mobile is the new battleground for capturing on-the-go streaming. The day of its launch, Disney+ hit #1 by iPhone Overall downloads at 8 am in the US and at 11 am in Canada. The app had soft launched in the Netherlands prior to its November 12 release date.
Companies including Disney, Amazon and Apple have debuted their own streaming services to the competitive market, which points to an important question — how will companies rise above their competitors and win favor with consumers, especially on mobile? As a competitive edge, Disney+ offers a free week trial, bundled pricing with Hulu and ESPN+ and access to its exclusive content library across Disney’s intellectual properties (IP). In a strategic move the day after the Disney+ debut in the US, Netflix announced a strategic partnership with Nickelodeon to produce series and films focusing on kids content. In the months to come, exclusive content, price point, variety, quality and mobile-specific features like offline-viewing are set to factor into where consumers’ find value and consequently, where they vote with their wallets.
Disney+ and other streaming services have employed a number of tactics to improve stickiness and convert initial interest into long-term subscriptions to avoid fall off. Offering bundled services, exclusive access to high-demand content, original series and competitive pricing have proven successful for growth. In addition to these tactics, the Disney empire and its enormous and loyal fan base have the potential to steal meaningful market share in 2020. With stories and series that evoke sentimental value for people around the world, it will be interesting to see how subscriber retention trends as a result.
With the introduction of Apple TV+, Disney+ and HBO Max launching in May 2020, we can expect to see shifts in market share and continued fragmentation in the near future. While it is still unclear which streaming service will take the lead with consumers, what remains constant is that mobile is a key battleground for consumers’ attention.
For more on the key mobile trends to expect in 2020, check out our latest blog post:
This post is the latest in a Mobile Minute series that features App Annie’s perspective on how mobile is impacting current events and consumer trends. Check in weekly for our take on the latest news cycles and how mobile transformation is shaping industries around the world.
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