Leading Film & Television Brands in Q3 2023: A Sensor Tower Analysis

Introduction

In Q3 2023, the Film & Television category in the United States saw remarkable digital activity. Prominent brands like Netflix, IMDb, and Disney+ exhibited substantial online presence and audience engagement across their websites and apps. This article delves into their performance, leveraging Sensor Tower's comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics for monthly ad spend and impressions.

Netflix, Inc.

Netflix's digital footprint is anchored by its website, netflix.com, and the Netflix app.

• Audience Trends: From Q2 to Q3 2023, Netflix.com maintained a steady stream of visits, peaking at over 1.1B visits in July. Unique visitors exceeded 31M monthly, with a true audience consistently surpassing 74M, balanced between app and web-only visitors.

• App Engagement: The Netflix app saw monthly active users rise to over 53M in September, indicating robust engagement on mobile platforms.

• Ad Spend & Channels: Netflix's monthly advertising spend fluctuated, peaking at over $8.3M in June. Key channels included Facebook and Instagram, with substantial impressions across OTT platforms.

IMDb

IMDb’s digital presence is centered around its website, imdb.com, and the IMDb: Movies & TV Shows app.

• Audience Trends: The website attracted over 348M visits in July, with unique visitors consistently around 43M monthly. The true audience hovered above 44M, with web-only visitors forming the majority.

• App Engagement: The IMDb app's monthly active users reached over 6M in September, reflecting stable mobile engagement.

• Ad Spend & Channels: Monthly ad spend decreased over the quarter, dropping to around $72K in September. Snapchat and TikTok were prominent channels, delivering significant impressions.

Disney+ (Disney Plus)

Disney+ operates through disneyplus.com and the Disney+ app.

• Audience Trends: The website consistently recorded over 227M visits monthly, with unique visitors around 14M. The true audience remained stable above 37M, with a notable app-only audience.

• App Engagement: Monthly active users on the Disney+ app reached nearly 28M in July, showcasing strong mobile engagement.

• Ad Spend & Channels: Disney+ had the highest monthly ad spend among the three, peaking at over $38M in September. Facebook and Instagram were major channels, with OTT also playing a key role.

Conclusion

The Q3 2023 analysis highlights Netflix, IMDb, and Disney+ as dominant players in the Film & Television category. Sensor Tower's unparalleled data offerings provide critical insights into cross-platform user behavior, underscoring the importance of comprehensive analytics in understanding digital engagement trends.

For more detailed insights, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics.