Who signed up for Disney+ to watch Season 2 of The Mandalorian?
The data highlighted in this post was originally featured in Business Insider on November 9, 2020.
Season 2 of The Mandalorian was released last week on Friday October 30. Disney+ has not opted for the binge release model and will release the 8 episode second season weekly through December 18. ANTENNA data still shows a spike in Sign-ups coinciding with the season premiere that is greater than that for Mulan and more than triple the October Sign-ups benchmark.
Returning Subscribers (“Resubscribers”)
ANTENNA data shows that 29% of those who Signed-up for The Mandalorian Season 2 opening weekend had been previously Subscribed, compared to just 22% for the October benchmark (i.e. a higher Resubscriber Rate for The Mandalorian than the benchmark).
Of those who Signed-up on Season 2 opening weekend, 62% had previously Signed-up in 2019 (also higher than the October benchmark). Notably, Season 1 of The Mandalorian debuted at-launch, November 12, 2019, and culminated December 27, 2019.
Demographics
Further, our data indicates that the demographic profile of The Mandalorian Season 2 Sign-ups skews toward younger males in households without children.
The Bottom Line
Takeaway: Disney+ Originals with appeal that extends beyond Kids & Family drive Sign-ups from a broader demographic. As we previously documented with Hamilton, these Subscribers may follow a different Retention curve than the typical Disney fan.
Looking forward: The Walt Disney Company reports earnings Thursday, November 12 — on the anniversary of the Disney+ launch. Q4’s Subscriber numbers will include both those who Signed-up for the annual plan at-launch and those who received Disney+ bundled with Verizon. We will be monitoring the key metrics as these deals expire.
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Brendan Brady is a Content Strategy Associate at ANTENNA, a measurement and analytics company providing insight into purchase behavior and subscription metrics across the new media landscape. Follow our newsletter to receive more insights, or visit this page if you’re interested in working together.
