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Disney+ struggling to keep its users interested

While 2019 remains the year of Disney+, the latest data from Apptopia shows the story of a service struggling to retain its audience.

All the focus so far has been about its success, including:

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Despite these significant achievements in such a short space of time, the service looks to have a troubled 2020 ahead.

CHECK OUT: A year of tactical laziness by Disney+

What Apptopia shows

Apptopia is a mobile analytics company that has revealed some interesting data about the Disney+ app. Their first report presented Disney+ as a phenomenon. However, their fourth report paints a very different picture.

Disney+ Apptopia data
Apptopia report 4 available here.

The blue line on the above graph is Disney+. The horizontal progression shows days using the app. So, we can see on Day 1, 35% of users who have the app open it. We can also see that on Day 30, less than 5% of users are still opening the app. This is a massive drop, equal to six out of every seven users.

This shows that at least on mobile devices, users aren’t sticking with the content. Disney+ has a 30-day retention rate one-third that of the top 10% of entertainment apps — and it’s still declining. Fixing that will be a priority for Disney+.

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CHECK OUT: Disney+ trickle-down effect should trigger more streaming bundles

What Google Trends shows

The way Disney+’s retention drops is significant, so to double-check trends, we compare it against Google’s search information.

Blue = Disney, Red = Netflix (November – December)

The above Google Trends graph shows that searches for Disney+ have dropped exponentially, and at a similar pace and curve to Apptopia’s data.

Blue = The Mandalorian, Red = Stranger Things (November – December)
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The Mandalorian, Disney+’s epic Star Wars show, follows a similar trend. A huge initial interest, followed by a gradual decline.

Blue = The Mandalorian, Red = Baby Yoda (November – December)

Even Baby Yoda is showing a decline in search interest that’s parallel with the trends in The Mandalorian searches.

CHECK IT OUT: Disney+ success dangerous for parents and geeks

Disney+ is struggling

Disney+ has an overarching issue: an inability to hook its user. Getting an app in front of someone is only one part of the battle; keeping them is the other. The scariest facet of this information is that there is no flattening in the retention data — it just continues downward.

Ironically, this data represents my own experience with the streaming service. I was initially excited about it, but after a few days, I then realized I’ve seen it all before. Now, I’m struggling to even remain interested in The Mandalorian. One thing is certain: 2020 is going to be very interesting for Disney+.

What is your experience of Disney+ so far? Does it match the data?

Please follow us on Flipboard and Twitter for more news, rumors, and reviews. If you prefer Facebook or LinkedIn, we’re there as well and would love to talk streaming content with you and our group of friends.

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