Newsletter 31st of March: Disney+ Gives Netflix a Run for the Money over Streaming Families
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31 March 2021
The launch of Disney+ in 2020 fundamentally changed the competitive landscape for streaming in Sweden in many ways – but perhaps most remarkably in the battle over families with children. A new analysis by Mediavision shows that Disney+ has a very strong position among families with children.
The immensely fast adoption of Disney+ upon launch in 2020 clearly speaks to its popularity. After being available for only two weeks on the Swedish market, Disney+ had already attracted a subscriber base of 450 000 households – for Netflix, it took more than a year to attract a subscriber base of the similar size. Families with children are without a doubt a strong consumer segment for Disney+ – and Mediavision can conclude that Swedish consumers rate Disney highest of all streaming services in the kids genre.
In total, kids content accounts for 13% of the total runtime (hours of content) across the Swedish VOD streaming market in Q1 2021. The share of kids content is higher for Disney+ than other streaming services included in the analysis (excluding services solely providing kids content). However, speaking in absolute terms – Netflix has the market’s largest kids content library in number of titles and total runtime.
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