Just two years after it made its debut in the Nordic market, Disney Plus has an installed base of 1.7 million.
Disney Plus launched on September 15, 2020 into an already competitive market.
Analysis by the Stockholm-based Mediavision shows a fifth of Disney Plus’ total content library, as measured in total hours, falls within the kids and family genre. According to consumer evaluation, Disney Plus outranks all competitors in the segment.
“It is not an overstatement to say that Disney Plus launched with a bang on the Nordic market. The service reached a household penetration of 10% in the Nordics in only two weeks – boosting stacking and subsequently household spend. However, a lot has happened these past two years, says Natalia Borelius, senior analyst at Mediavision. The streaming market is saturating, causing actors to search for new ways to boost subscriptions and increase revenues. Many actors are betting on adding hybrid subscription/advertising tiers – and Disney Plus is one of them. Mediavision follows these developments closely – and will shortly release new figures on the Nordic SVOD market’s development so far during the second half of 2022.
Including ESPN+ and Hulu, Disney holds 221.1 million streaming subscribers worldwide.
