A £1.99 for 3 months campaign by Disney+ has helped the House of Mouse triple its subscriber acquisition rate.
Those who signed up for the offer in September overwhelmingly citing the price driven promotion as their key driver.
The latest Entertainment on Demand (EoD) data from Kantar says there was also a major uplift in new subscribers who recalled seeing a social or online ad campaign promoted by Disney+ during September, indicating a major marketing success and return on investment. However, whether the campaign is judged to be a success will depend on how many subscribers are retained once the price reverts to normal, which is expected in the run up to the Christmas period.
“With subscriber losses at Disney+ Hotstar (its Indian streaming operation) responsible for the majority of losses to date, and the US market seeing intense competition, it’s not altogether surprising to see Disney up investments in markets like the UK and Europe to drive subscriber growth,” said a Kantar statement.
According to Kantar’s latest data the number of British households with at least one video streaming subscription service (SVOD), increased by half a million from Q2. 19.8 million British households have at least one paid video streaming service (SVOD) in their household, up from 19.3 million the previous quarter.
Netflix claimed the top 3 most enjoyed titles over the quarter: The Witcher, The Lincoln Lawyer and Virgin River; in September, mini-series Ahsoka from Disney+ claimed the number 2 spot.
AppleTV+ is in 2nd place in new subscriptions in Q3 with 15% share, its highest ever recorded quarterly acquisition share.
Discovery+ & Paramount+ continued to see rapid subscriber growth in Q3, with signs consumers are increasingly looking beyond the larger players for new content.
Netflix and Prime Video saw subscriber counts remain relatively flat over Q3 – highlighting the pressing need to generate additional revenues from launched and soon to be launched ad supported tiers.
