After much thought and reasoning, Disney decided to release Mulan, its much anticipated live action remake of the beloved folk tale, on VOD, aka OTT. And reports coming in suggest that the gamble paid off big time for Disney.
As per data analytics firm 7Park Data, the percentage of households in the USA that purchased Mulan through VOD on Disney Plus is around 29% of the total number of Disney Plus subscribers in the USA. As per latest figures released by Disney, Disney Plus has around 60 million subscribers around the world. A rough estimate suggests that the US alone has around 50% of those 60 million subscribers.
So, if we do the math, 29% of 30 million subscribers comes to around 9 million subscribers, which is the number of subscribers who shelled out $30 each to watch Mulan on Disney Plus.
That means, Disney Plus raked in a cool 270 million US$ from Mulan’s digital release in the US alone! And with no theatres to share the profits with, 100% of the profit goes into Disney’s kitty. In a theatrical release scenario, Disney would have had to share nearly 45-50% of the revenue from ticket sales with theatre chains.
Data from another research and analytics app called Sensor Tower gives an additional picture of the moolah raked in by Disney Plus. The research agency discovered that in anticipation of the Mulan release, Disney Plus downloads increased by upto 68% during the Labour Day weekend, that is from Friday, September 4 to Sunday, September 6. That’s just a tad lower than the 74% increase in downloads that Disney Plus got before Hamilton’s release during the July 4 weekend.
Disney Plus bosses are said to be very pleased with the performance of Mulan through the Pay Per View model. The spike in Disney Plus downloads, and nearly 9 million households willing to shell out $30 to watch Mulan just goes to show how eager consumers are to watch quality and new family entertainment.
To sum it up, Disney is set to make a big profit on Mulan on the back of the US market alone. Revenue earned from theatrical releases in a number of markets across the world is just cherry on the pie!
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