Disney+ has made an impressive start in the Nordic region with Mediavision confident a “substantial” number of households have already signed up.
The consultancy estimates that just two weeks after launch 10% of Nordic households already hold a Disney+ subscription. In Sweden, approximately 450 000 households are now paying for a subscription to Disney+.
It took the current streaming leader Netflix more than a year to build a subscriber base of a similar size.
“Backed up by a strong brand, such as Disney’s, a new service can rapidly make a significant impact on the market. Most likely, pricing plays a role as well. Disney+ is marketed at a lower price than several, competing, services, said Marie Nilsson, CEO, Mediavision.
Disney is already competing at the top tape with the region’s other leading players including Netflix and Viaplay, but according to Mediavision’s analysis of the third quarter Disney’s launch has had little impact on the subscriber figures for other services.
“Disney+ has grown rapidly in the Nordics – proving a solid demand for this type of content. Thus far, the launch of Disney+ has both pushed new households to sign up for their first streaming subscription, and other to add another subscription to their bundle of streaming services,” says Nilsson.
