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New SVoD measurement service TRP Codex data confirms successful start for streamer
The strategy of launching Disney+ as a direct-to-consumer offer appears to be attracting strong viewing numbers, according to daily SVoD measurement service TRP Codex, from TRP Research.
An average audience of 2.3m adults 16+ watched the first episode of The Mandalorian across the first eight weeks after the launch of Disney+, although subsequent episodes have struggled to achieve those viewing levels, according to analysis from the newly launched service.
In total, Star Wars-related series and movies contributed 18% of total viewing; Marvel content made up 23%, led by movies such as Captain Marvel and the Avengers franchise; and Pixar a further 10%.
More traditional Disney content makes up the balance, with the top 10 content list including Moana and the 1994 version of The Lion King.
Among adults 16+, Disney+ viewers watch around 30 minutes of content per day on the platform, compared to Netflix viewers’ 60 minutes per day. This is partly a result of different volumes of content available – Netflix has approximately ten times the volume of content available via Disney+.
TRP Research chief executive Tim Colwell said: “It’s fascinating to see the detail of content viewing and viewer behaviour in SVoD environments. Viewing is migrating to OTT and direct-to-consumer channels; understanding viewer choices and motivations is key to understanding that.
“Our on-going panel and daily responses allow us to ask panellists what they think and why they make the choices they do.”
When asked about reasons for subscribing to Disney+, respondents cited exclusivity of content and the value of the current offer as prime motivations. Among adult 16+ viewers who watched at least 30 minutes of The Mandalorian, 66% watched no other Star Wars content and 29% watched no other content at all on the platform.
TRP Codex is available from TRP Research. For more information, see link below.