Deadline: Disney+ Hulu App Will Leapfrog Netflix On Popularity & Volume In The U.S., Says Report

Story from Deadline:

The combined Disney+ Hulu app will leapfrog Netflix on both popularity and volume in the U.S., according to a report from Ampere Analysis.

One-third of the 100 most popular Q3 titles in their home market were on Disney+ and Hulu, Ampere found, with 17 on the former and 16 on the latter, placing the pair at the top of the popularity pile. Netflix’s figure sits a few lower at 29, with Max in third on 18 and Amazon Prime Video lagging behind on 11. Ampere measures popularity based on key metrics such as volume of interest, web traffic and box office income from major services such as Google, Wikipedia, and IMDb.

Meanwhile in terms of volume, Disney+ and Hulu will shoot above Netflix to become the second most populous streamer with 9,578 titles, with Hulu holding the majority, 7,250. The combined app is ahead of Netflix by more than 1,000 and second only to Prime, even with the 300 titles set to be removed following Disney+’s buyout of Comcast’s Hulu stake. Given that the Disney+ Hulu app doesn’t launch for several months, these figures could change.

Disney+ and Hulu bring together the might of the likes of the new Star Wars movies and TV series, Pixar pics and Hulu hits such as Only Murders in the Building and American Horror Story. Disney+’s content strategy relies on its strong children and family content portfolio and tentpole sci-fi releases from major franchises. These would represent 81% of the top 100 most popular titles on the combined platform, Ampere said, while Hulu’s content library would complement Disney+’s as it includes underserved Disney+ genres such as crime, romance and horror. Disney+ already features some of the Hulu library in international markets under the Star banner.

As of October 2023, Hulu had more subscribers than Disney+ in the U.S. According to Ampere’s consumer survey, 44% of U.S. Hulu subscribers already have access to Disney+, largely due to bundles offering both platforms plus ESPN.

“With a combined app offering Disney+ and Hulu due to launch in the U.S. in early 2024, its compelling new streaming content offer will surely shake up the status quo,” said Ampere analyst Joshua Rustage.

“The combined Disney+ and Hulu catalogue will provide one of the most well-rounded and popular offerings in a single platform, upping the content stakes at a time when many are pulling back on content investment. Rivals will have to ensure their offerings remain competitive as the battle for viewing time intensifies, especially as the need to pull in advertising dollars is now also central to the streaming mix.”

Earlier this week, Disney added Hulu as a sixth vertical on the home screen of Disney+ with an integrated “one-app experience” launching in beta. The apps will be combined in earnest next March. The launch scheme, initially announced last month during Disney’s quarterly earnings call, comes as Disney is in the process of buying out Comcast’s one-third stake in Hulu and becoming its full owner. It has had 100% operational control of Hulu since 2019.