Comparative analysis: SkyShowtime vs Disney+
Read analysis in PL language version.
SkyShowtime debuted on the Polish market in mid-February this year. Gemius and PBI analysts checked who the users of the platform are and how the interest in the service developed from the day of its launch until the end of a full month after it. The results were compared with data on the Disney+ platform from the time of its debut. The analysis was supplemented by information from the gemiusAdReal study on the advertising activity of both brands during the launch period.
Almost twice as many Disney+ users, SkyShowtime with better RU dynamics
A comparison of the number of users of both analyzed platforms during their debuts shows a clear advantage of Disney+. In the month of release (from June 14, 2022), the disneyplus.com website was visited by over 3 million people, and in July it was already 600,000 more. more (increase by 18.5%), mainly men (in their case, the number of RUs increased by 43.7%). In the month of SkyShowtime's launch (February 2023), the platform's website was viewed by slightly more than 1 million people, but the growth dynamics was much higher in this case - in March 2023 this number almost doubled and amounted to 1.9 million.
Interestingly, SkyShowtime users spent nearly 30% less time in March than in February (51 minutes vs 36 minutes on average per month). The analysis of the Disney+ debut, however, showed the opposite trend - a month after the premiere (July 2022), visitors to the disneyplus.com website spent over 70% more time on it than in June (1h 58 min vs. 3h 24 min on average per month).
Co-viewership
User duplication analysis in March 2023 indicates that ¼ of skyshowtime users also visited disneyplus.com. At the same time, only 17% of people browsing the Disney+ offer also visited the SkyShowtime website.
Men prefer SkyShowtime
According to the data, the majority of Shyshowtime users are men (56%), while the Disney+ site is more likely to be visited by women (53%). The second platform is also definitely preferred by younger recipients, which is related to its offer - users up to 24 years of age. constitute as much as 26% of all visitors. For skyshowtime.com, the result in this age group is only 9%. The largest share of users here is held by people over 50 years of age, constituting 42% of the total. In the case of disneyplus.com, they make up 20% of the audience. Both websites are visited mainly by people with secondary and higher education and residents of rural areas (over 30% in the case of both analyzed websites) and smaller towns.
Not only do men make up the majority of skyshowtime.com's audience, but they also spend three times more time on the site than women. We don't see this kind of disparity on the Disney+ platform.
Premiere strategy
Read gemiusAdReal case study: Advertising market in Poland - March 2023
An analysis of advertising activities during the release periods of both brands shows a different approach to the marketing strategies of Disney+ and SkyShowtime. In the case of the first of them, we were dealing with a longer period of advertising activity. Promotional creations were broadcast already in mid-May, with the peak of intensity in mid-June. The total reach of the campaign (digital, TV, radio) amounted to 96.58% in June and brought 1,552,443,568 advertising contacts. In July, it was respectively 92.31% of reach and 688,708,743 generated advertising contacts.
SkyShowtime used a different strategy, accumulating advertising efforts during the premiere period. In total, in February, the brand's creations reached 88.5% of the population, generating nearly half a billion advertising contacts. In March, the total reach of advertising activities on the Internet, television and radio was 93%, while the number of advertising contacts was almost 800 million.
About Mediapanel
Mediapanel is the first cross-media study in Poland based on a single source. The study combines site-centric measurement (measurement scripts at the site and application level) and user-centric measurement (panelists' behavior). In the production of data, we use proprietary, internationally recognized methodologies and algorithms. The Mediapanel study provides a complete and reliable picture of the Polish online market. It offers the possibility of analyzing and comparing the viewership of websites, applications and streaming materials on various types of devices, optimization of advertising budgets, comparison of traffic on desktops and laptops at home (PC-home) and at work (PC-work), as well as determining the position of the entity and its competition.
You can read more about the Mediapanel here.
For countries other than Poland, click here and read more about gemiusAudience Research.
About gemiusAdreal
gemiusAdReal is a market intelligence tool revealing all brands’ activities, both in the digital and cross-media world. The study allows for in-depth insight of competitors media activity across all three platforms: TV, PC and mobile including not only top application: Facebook, Instagram and YouTube but also web browsers: Chrome, Firefox and others. The comprehensive knowledge about the advertising market provided by gemiusAdReal, helps all media-players such as brand owners, media agencies and publishers in better planning their marketing strategies and media-mix optimizing.
