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 the first quarter 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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