Disney Viewing Up 20% In November, According To Nielsen

 After disappointing Q3 subscription results, it seems Disney could be headed for something of a turnaround, at least according to the latest Nielsen data. Entertainment attorney Brandon Blake, of Blake & Wang P.A, looks into the stats.

                                                          Brandon Blake


20% increase for the month

This 20% upward jump is seen compared to October viewing figures, presumably representing a chunk of Thanksgiving viewers indulging in the newly-released marquee programming Disney debuted at the time.


This data comes from ‘the Gauge’, Nielsen’s monthly assessment of viewing for both TV and streaming platforms. Unfortunately, the information for The Gauge is released in graphical format, so we’re never given raw numbers on the data. However, both the upward jump and the overall trend are interesting to note.

Broadcast falls

There is also a 1% slip for Broadcast TV from the overall October totals, taking only 27% of the total viewing time. Cable still comes in top at 37%, while streaming took 28% and the miscellaneous category the rest. 


It seems November was the month of sports viewing, too, with broadcast and cable sports viewing soaring by 7% while drama and sitcoms took a 12% and 7% dip respectively. NFL and college football, traditional Thanksgiving viewing, dominated. Overall there was a feature film watch time rise of 12% as well, again credited to the holiday.


Returning to Disney, however, we see the service grab 2% of overall viewing, doubling from recent months. Netflix (7%), YouTube (6%), and Hulu (3%) continue to outpace it. It does bring it equal with Amazon Prime Video, however. 

In short, it appears that ‘Disney+ Day’, November 12th, has paid dividends for them, as did two very popular titles hitting the service. That’s Shang Chi and Jungle Cruise, if you’re taking notes. It does appear that the adult viewing Disney+ is putting out is finally attracting attention, too, which could bring a welcome swing from its childhood demographic. 

Will Disney be able to sustain this growth and turn those subscriber numbers around for Q4? It’s still too early to say, but this is certainly a good start.


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