Leading Brands in US Film & Television Category: Q3 2023 Analysis

Introduction

In the ever-evolving landscape of film and television, major brands continually vie for audience attention across digital platforms. This article delves into the performance of leading brands in the US Film & Television category for Q3 2023, as revealed by Sensor Tower's comprehensive data. We focus on Netflix, IMDB, and Disney+, examining their audience trends, app engagement, and advertising strategies.

Netflix, Inc.

Netflix's digital presence is robust, with its website, netflix.com, and the Netflix app leading the charge.

• Audience Trends: From Q2 to Q3 2023, Netflix's website maintained a stable monthly deduplicated audience consistently above 74M. Website visits peaked in July with over 1.1B visits, showing a slight decline by September.

• App Engagement: The Netflix app experienced a gradual decline in monthly active users, dropping from 56M in July to approximately 53M by September, indicating a shift in user engagement patterns.

• Ad Spend & Channels: Netflix's monthly advertising spend saw fluctuations, with a significant peak in August at nearly $8.6M and impressions reaching close to 1B. Notably, desktop display and OTT channels played pivotal roles in their strategy.

IMDB

IMDB's digital footprint is significant, with imdb.com and the IMDb: Movies & TV Shows app being key platforms.

• Audience Trends: The website experienced a peak in July with over 34M visits. The monthly deduplicated audience hovered around 44M throughout the quarter, demonstrating consistent web engagement.

• App Engagement: The app's monthly active users peaked in July at approximately 5.5M, indicating a strong mid-quarter performance.

• Ad Spend & Channels: IMDB's monthly ad spend decreased significantly over the quarter, from over $4.2M in April to under $160K by September. The primary focus of their advertising was on desktop and mobile displays.

Disney+ (Disney Plus)

Disney+ continues to captivate audiences with its website, disneyplus.com, and the Disney+ app.

• Audience Trends: Disney+ saw stable website visits, maintaining around 230M visits monthly. The monthly deduplicated audience remained steady above 37M throughout Q3.

• App Engagement: The app's monthly active users slightly decreased from 19M in June to 18M by September, reflecting a minor fluctuation in user interest.

• Ad Spend & Channels: Disney+ had a notable increase in monthly ad spend in September, reaching over $41M, with impressions surpassing 5.6B. The brand leveraged a mix of platforms, including significant investments in Facebook and Instagram channels.

Conclusion

Sensor Tower’s data underscores the dynamic nature of the Film & Television category, with each brand showcasing unique strategies across web and app platforms. Netflix, IMDB, and Disney+ each demonstrate distinct trends and advertising approaches, highlighting the importance of cross-platform insights. Sensor Tower remains unmatched in delivering these critical data insights, enabling brands to refine their strategies and maximize audience engagement.

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