Photo by Alicia Christin Gerald on Unsplash.
Disney Advertising has revealed its ad-supported monthly active users for streaming service Disney+ has reached an estimated 157 million people globally, on average per month over the last six months.
This includes 112 million in the US and Canada.
At the 5th annual Tech and Data Showcase at the Consumer Electronics Show (CES) today, Disney's president of global advertising, Rita Ferro, said the company sits at the intersection of sports and entertainment content, with the most high-value audiences in ad-supported global streaming at scale.
“We wanted to be the first to offer our industry greater transparency into the methodology used to estimate our engaged global ad-supported monthly active users,' she said.
The ad-supported monthly active user numbers are derived from active accounts across Disney’s streaming ecosystem (Disney+, Hulu, ESPN+) who have viewed ad-supported content continuously for more than 10 seconds.
Each active account is then multiplied by the number of estimated users per account - the global average is 2.6, which varies by application and region - to estimate the total number of users.
Multipliers are determined by first-party survey data representing subscribers in regions with an advertising tier. This survey includes more than 13,000 individuals ages 18-64.
Disney+ had 3.1 million subscribers locally at the end of June 2024, according to Telsyte data.
Disney+ is yet to launch ads in Australia; when asked by AdNews in August when this could be expected, Disney had no update on the launch.
Data compiled by Kantar in 2024 shows 16.6% of video on demand subscribers in Australia have chosen a cheaper ad-supported plan, up from just 9.2% a year ago.
Disney is also part of the Video Futures Collective, a think tank created to explore advertising in the Australian digital video and streaming landscape.
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