6 JUL 2020

DISNEY+ MOBILE DOWNLOADS SPIKE BY 72% FOLLOWING “HAMILTON” PREMIER

The performance, obtained by Disney for USD 75 million was originally going to hit theaters on Oct. 15, 2021, but Disney adjusted the release date amid the Covid-19 pandemic. The Disney Plus app rose to No. 4 on the iPhone app charts over the weekend.

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According to a mobile download report from the research and analytics company, Apptopia, the Disney+ app was downloaded more than 266,000 times in the U.S. from Friday through Sunday following the 3rd July premier of the pre-recorded 2016 Hamilton performance, obtained by Disney for USD 75 million. The figure represents a 72.4% rise over Disney’s four-week average.

There’s no correlation between consumers who download and sign up for an add and those who sign up for a service the first time, though a significant number of folks who perform that function are first-time subscribers to a video streaming service.

The figures indicate significantly increased usage of the Disney Plus app over the weekend amid the premiere of an amply promoted program. Disney has yet to release an official audience report. 
Apptopia's report only includes measured mobile downloads, not all the app activity happening on connected TVs. Mobile analytics/research company, App Annie, revealed that the Disney Plus app rose to No. 4 on the iPhone app charts over the weekend, trailing only TikTok, YouTube, and Instagram.

The “Hamilton” movie is a “live” recording of the musical captured via six cameras as it appeared on stage in New York. Amid the COVID-19 crisis, Disney shifted the film to a direct-to-streaming release about a year before it was scheduled to debut in theaters.