New tool finds Disney beating other streamers in key metric
New tool finds Disney beating other streamers in key metric
According to MoffettNathanson, Disney is winning the quality engagement war.
Which streaming service is doing the best? There are seemingly endless ways to measure the success of major streamers these days, but most of them point to Netflix as the ruler of the roost. But one top industry analyst is unveiling a new tool to measure how successful streamers are, and it shows that Netflix may not be the highest-quality service on the market after all.
Key Details:
- Check it out: MoffettNathanson has unveiled its new Streaming Quality Index.
- House of Mouse: Disney ranks ahead of all other streaming companies in the new index.
- Surprise, surprise: Netflix is fourth in the rankings, behind Disney, HBO Max, and Apple TV.
As detailed by The Hollywood Reporter, MoffettNathanson analyst Robert Fishman has now shared initial results from his new Streaming Quality Index. The ranking system incorporates factors such as daypart viewership, strength of franchise availability, demand for content, sports and live programming, and prestige to suss out streaming quality.
Fishman’s formula found that Disney tops the rankings, thanks to “the strength of its unmatched franchise depth and sports portfolio. HBO Max came in second, “driven by the prestige of both its series and films,” according to Fishman.
Apple TV managed to rank third in the index, ahead of Netflix, which most analysts view as the top streamer in the marketplace. As Fishman explains, the lesser depth of franchises on Netflix, combined with its lack of live sports compared to the streamers ahead of it, is why it finds itself fourth in the rankings. But Fishman also says that Netflix’s content demand leadership ” suggests its programming is best positioned to close the monetization gap over time.”
Quality of engagement is a tricky metric to measure, but one that streamers have been chasing for some time. More quality engagement from a subscriber lowers the chances of that subscriber cancelling their account and encourages customers to think of that streamer as indispensable. Now that most Americans who want a streaming subscription have one, streamers have to turn their attention to retaining the customers they already have in order to keep subscription and ad revenues flowing.
So far, it appears Disney+ and Hulu are pacing the competition. Viewers may soon find an even greater reason to spend more time with Disney+; the streamer has begun allowing bundle subscribers to import their Hulu profile, including their watch history and other details. This will make the process of watching Hulu titles on the Disney+ app much simpler and more intuitive, and could boost engagement with the Disney+ app even further.
Disney+
Disney+ is a video streaming service with over 13,000 series and films from Disney, Pixar, Marvel, Star Wars, National Geographic, The Muppets, and more. It is available in 61 countries and 21 languages. It is notable for its popular original series like “The Mandalorian,” “Ms. Marvel,” “Loki,” “Obi-Wan Kenobi,” and “Andor.”