New data reveal which kind of content prompted new subscriptions for Disney+ and HBO Max.
Hub Entertainment Research conducts TV Churn Tracker studies. These measure the TV services consumers subscribe to, add, and drop—and the reasons for doing each. Comparing the November and December data, which included the release of Wonder Woman 1984, revealed:
- Among those who added HBO Max in December, 19% said they got it to watch movies—including 12% who signed up to watch “theatrical” movies. The total movie percentage in November was only 3%, meaning December saw a six-fold increase in movies as a reason for subscribing to HBO Max.
- Among those who added Disney+ in December, 12% said they signed up to watch movies. In November, the movie percentage was just 2%. Further, in December, 13% said they signed up to watch exclusive franchise content (from Star Wars, Pixar, and Marvel)—as frequently as they mentioned “movies.”
Source: Fondulas, P. (2021, February 23). Warner and Disney Shift Focus to Streaming, and Consumers Weigh in with Their Wallets. TV(R)EV.