New Entertainment On Demand service from Kantar shows 52% of new subscriptions in three months to April were for Disney+, but Tiger King comes top as most enjoyed content.
A new report from Kantar has highlighted UK consumer behaviour when it comes to streaming platforms over the three months to April.
The new Entertainment On Demand service shows that 52% of new subscriptions were for Disney+, despite the service only launching in the UK on March 24.
Almost half of all Disney+ subscribers signed up for an annual subscription, taking advantage of the £49.99 pre-order offer.
However, Tiger King beat the Disney+ flagship show, The Mandalorian as the most cited content enjoyed, even among Disney+ subscribers.
55% of new Disney+ subscribers already held at least one other VOD subscription and, indeed, Netflix is the top driver of category growth – 44% of its new subscribers only accessing VOD for the first time.
As well as Tiger King, Ozark and Stranger Things – both Netflix exclusive – made up the top three most recommended series.
Original content and an extensive back catalogue has also driven significant growth for Disney+; 40% of subscribers cite The Mandalorian as their reason for joining the service.
“As more UK consumers turn to streaming for their content needs, it’s clear they want a wide range of content, with Netflix and Disney+ the clear winners,” commented Dominic Sunnebo, svp at Kantar Worldpanel division. “With over half of VoD subscribers happy with the value for money subscriptions offer, this move towards stacked services is likely to continue.”
There’s certainly still room for growth – 44% of UK households do not yet have any VOD subscription, according to the report, although 2.1 million with multiple services plan to cancel at least one in the next three months, meaning that the drive for new content must continue.
Dominic continued: “COVID-19 has no doubt driven the short-term gains for subscription services, but with so many planning to cut their subscriptions in the coming months VOD brands need to adopt new marketing strategies to stem the flow.”
Entertainment On Demand is based on a longitudinal panel of 15,000 consumers, boosted by 2,500 new subscriber interviews each quarter.
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