{"id":18861,"date":"2024-05-10T15:34:07","date_gmt":"2024-05-10T15:34:07","guid":{"rendered":"https:\/\/apptopia.com\/en\/insights\/max-users-stand-to-gain-from-new-proposed-bundle-with-dis-apps\/"},"modified":"2024-05-10T15:34:07","modified_gmt":"2024-05-10T15:34:07","slug":"max-users-stand-to-gain-from-new-proposed-bundle-with-dis-apps","status":"publish","type":"insight","link":"https:\/\/apptopia.com\/en\/insights\/max-users-stand-to-gain-from-new-proposed-bundle-with-dis-apps\/","title":{"rendered":"Max users stand to gain from new proposed\u00a0bundle with DIS apps"},"content":{"rendered":"\n<p><em>This was first published May 9, in our weekly newsletter\u00a0Apptopia Insight. To receive insights like this weekly, sign up\u00a0<a href=\"https:\/\/learn.apptopia.com\/newsletter\/\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a>.<\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Max benefits most.<\/strong>\u00a0 Max users already use Disney+ and Hulu more than vice versa, creating an opportunity for Max to gain new users.<\/li>\n\n\n\n<li><strong>Bundling may not help churn.<\/strong>\u00a0 Despite Disney\u2019s claim, we only saw a short-lived benefit to user churn from its bundle with Hulu; we are skeptical that this bundle will perform differently\u00a0<\/li>\n\n\n\n<li><strong>Strong demographic synergy.<\/strong>\u00a0Each app is strongest in a different demographic, with Disney+ strong with younger users, Hulu with older users, and Max with females.\u00a0<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><strong>Disney (DIS) and Warner Bros Discovery (WBD) announced a brand new bundle for Disney+, Hulu, and Max.&nbsp;<\/strong>&nbsp;We have found our mobile data correlates highly with the user activity metrics for these apps and thought we would use our data to understand the strengths and weaknesses of this offering.<\/p>\n\n\n\n<p><em>We think that:<\/em><\/p>\n\n\n\n<p>1) Max has the most new users to gain, as it is less penetrated into Disney+ and Hulu user bases than vice versa;<\/p>\n\n\n\n<p>2) Disney+ has the most&nbsp;potential&nbsp;to reduce churn, though we are skeptical that bundling actually helps with churn; and<\/p>\n\n\n\n<p>3) there is good synergy across each app\u2019s demographics, as each has a different user segment that is most engaged with the app.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Cross-app usage<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"580\" src=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/05\/image-6-1024x580.png\" alt=\"\" class=\"wp-image-2770\" srcset=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/05\/image-6-1024x580.png 1024w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/05\/image-6-300x170.png 300w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/05\/image-6-768x435.png 768w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/05\/image-6.png 1120w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>A critical place to start in agreements like this is understanding just how much one set of customers already uses the partner\u2019s product.<\/p>\n\n\n\n<p>In the mobile world, we get at this by looking at cross-app usage, i.e. what percent of App 1\u2019s users also use App 2?&nbsp; We found that&nbsp;<strong>30% of Max users already use Disney+, and 40% of Max users already use Hulu<\/strong>; meanwhile,&nbsp;<strong>only 20% of Disney+ users use Max, and 18% of Hulu users use Max<\/strong>.&nbsp;<\/p>\n\n\n\n<p>Max appears to have the most room to gain from this bundle, as Max is much less penetrated into Disney+ and Hulu user bases.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">User Churn<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"582\" src=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/05\/image-7-1024x582.png\" alt=\"\" class=\"wp-image-2771\" srcset=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/05\/image-7-1024x582.png 1024w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/05\/image-7-300x171.png 300w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/05\/image-7-768x437.png 768w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/05\/image-7.png 1120w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Disney talked about bundles reducing user churn, so we compared user churn levels to see who might actually benefit. It turns out that Disney+ actually has the highest user churn, while Hulu is the lowest.<\/p>\n\n\n\n<p>While Max\u2019s user churn is not that much better, Disney+ has the most to benefit from a user churn perspective. One important point to note &#8211;\u00a0<strong>our data shows that the reduction in churn from bundling Hulu with Disney+ was short-lived.\u00a0 Reducing user churn by bundling may be a fallacy.<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">User Segmentation<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"428\" src=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/05\/image-8-1024x428.png\" alt=\"\" class=\"wp-image-2772\" srcset=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/05\/image-8-1024x428.png 1024w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/05\/image-8-300x125.png 300w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/05\/image-8-768x321.png 768w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/05\/image-8.png 1120w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Disney also talked about bundles improving user engagement, so we compared user engagement by segment to see where the potential gains lie.\u00a0 We found that this is an area for synergy, as each app appeals most to a different audience, with Disney+ strong in younger users, Hulu strong in older users, and Max strongest with female users.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Questions on the underlying data included in this analysis?<\/h2>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/engage.apptopia.com\/custom-research-request\" target=\"_blank\" rel=\"noreferrer noopener\">Data request<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>This was first published May 9, in our weekly newsletter\u00a0Apptopia Insight. To receive insights like this weekly, sign up\u00a0here. Disney (DIS) and Warner Bros Discovery (WBD) announced a brand new bundle for Disney+, Hulu, and Max.&nbsp;&nbsp;We have found our mobile data correlates highly with the user activity metrics for these apps and thought we would [&hellip;]<\/p>\n","protected":false},"author":21,"featured_media":2773,"comment_status":"open","ping_status":"open","template":"","insight_category":[213,216],"insight_tag":[235,233,236],"class_list":["post-18861","insight","type-insight","status-publish","has-post-thumbnail","hentry","insight_category-app-economy","insight_category-entertainment","insight_tag-digital-transformation","insight_tag-macro-trends","insight_tag-mobile-channel-check"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Max users stand to gain from new proposed\u00a0bundle with DIS apps - Apptopia<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/apptopia.com\/en\/insights\/max-users-stand-to-gain-from-new-proposed-bundle-with-dis-apps\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Max users stand to gain from new proposed\u00a0bundle with DIS apps - Apptopia\" \/>\n<meta property=\"og:description\" content=\"This was first published May 9, in our weekly newsletter\u00a0Apptopia Insight. 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