Netflix may still dominate global streaming, but Disney+ has made a huge splash in the United States, where it launched in November.
That much was pretty clear already, and other reports have already suggested that Disney+ was the most downloaded app and biggest search trend in the United States last year. Now a new report from mobile intelligence company Apptopia and customer engagement platform Braze suggests that Disney’s streaming service has continued its spectacular success into 2020.
The report examines the months leading up to and after the service’s U.S. launch, and it includes charts of the most popular streaming apps for the first three months of 2020.
According to those charts, Netflix was the most downloaded streaming app globally, with 59.1 million downloads, followed by YouTube at 39.4 million. Disney+ (which is currently launching across Europe and India) was number seven on the list, with 17.5 million downloads.
In the United States however, Disney+ leads with 14.1 million downloads, versus 11.9 million for Netflix (which may have already saturated the U.S. market) and 8.1 million for Hulu (which is also owned primarily by Disney).
Lest you think this is purely a one-on-one contest between Netflix and Disney, it’s also worth noting that neither of them wins on time spent in-app — instead, it’s YouTube Kids that wins in both the United States and globally.
And yes, the COVID-19 pandemic is leading to even more streaming, with the report showing a 30.7% increase in streaming sessions in March
The report suggests that the success of Disney+ means that there’s still room for new streaming services. (It might, however, simply reflect Disney’s dominance of the entertainment world. It remains to be seen whether Quibi, NBCUniversal’s Peacock and WarnerMedia’s HBO Max can achieve similar success as they launch in the coming months.)
The report also looks at strategies that successfully drive engagement, as measured by daily active users. It points out that the most popular brands are 21% more likely to send push notifications and 300% more likely to send in-app messages. It also concludes that “content that creates fandom is king”:
Adult Swim’s cartoon series Rick and Morty proved to be the most effective content for generating both short-term and long-term monthly active users (MAU). Over the course of the most recent season of Rick and Morty, the Adult Swim app’s daily active users (DAU) increased by 504%. Amazon Prime Video’s The Marvelous Mrs. Maisel, HBO’s Game of Thrones, and sporting events also drove DAU growth in a meaningful way.