Direct-to-Consumer Changes the Narrative around Content

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By Michael Inouye | 4Q 2019 | IN-5688


Disney+ App Downloads Pass 15 Million


Disney+ launched on November 12, 2019 in the United States, Canada, and the Netherlands and expanded to Australia, New Zealand, and Puerto Rico the following week. In a previous ABI Insight, Disney (And Others) Looking to Shake up the OTT World (IN-5602), ABI Research called out Disney as a company looking to shake up the Over-the-Top (OTT) market and, based on early uptake figures, the company’s plan is progressing quite nicely—before the calendar changed to December, the Disney+ App was reportedly downloaded over 15 million times. While this tremendous growth is noteworthy, there are some caveats: namely Verizon offered their unlimited subscribers a free annual subscription to Disney+, including free trials that expire after one week. Regardless, the large number of users represents a profound step toward a future where more content goes Direct-to-Consumer (DTC); which is further accentuated by existing (e.g., CBS All Access, Showtime OTT) and upcoming services in 2020 (e.g., HBO Now, NBCU Peacock). Disney and its streaming services speak to more th…

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