VoD subscriptions before and after launch of Disney+ in Sweden 2019

On September 15, 2020, the video on demand platform Disney+ will be finally launched in Sweden, after postponing it by about five months. What can competitors such as Netflix and HBO expect, when Disney+ is entering the market with content not only from Disney itself, but also Pixar and Marvel Studios? A survey from 2019 found that Netflix would be especially impacted. It was forecast that the share of subscribers would decrease by four percent after the launch of Disney+. Additionally, one-third of people interviewed considered unsubscribing from Netflix.

How many subscribers does Disney+ already have worldwide?

Disney+ was already launched in the Netherlands, the United States, and Canada at the end of 2019. European countries like Germany, Austria, Spain, and Italy followed in March 2020. According to the Walt Disney Company, the platform already reached over 54 million subscribers worldwide in May. It was even estimated that the number would increase to 202 million by 2025.

What is the main target group of Disney+

Unsurprisingly, especially households with children contemplate subscribing to Disney+. Over 40 percent of Swedish respondents with children stated to think about it in 2019. By comparison, the share of people without children in their households amounted to only 24 percent.