Leading Brands in the UK Film & Television Category: Q3 2024 Analysis

Introduction

In the dynamic landscape of the UK Film & Television category, brands such as Netflix, IMDb, and Disney+ have demonstrated significant digital presence with robust audience engagement across their platforms. Leveraging Sensor Tower's comprehensive data, we explore the performance trends of these leading brands from Q2 to Q3 2024, highlighting key insights into web, app, and advertising metrics.

Netflix, Inc.

Netflix's digital ecosystem includes its website netflix.com and the Netflix app.

• Audience Trends: The website maintained a strong presence with visits ranging from 221M to 258M monthly. Unique visits remained stable around 5.3M to 5.5M. Notably, the monthly true audience fluctuated slightly above 13M through Q3.

• App Engagement: Monthly active users on the Netflix app averaged around 9.7M, indicating consistent mobile engagement.

• Ad Spend & Channels: Advertising efforts peaked in September with monthly spend over $1.8M and impressions nearing 288M. Key channels included Facebook and Instagram, reflecting targeted OTT strategies.

IMDb

IMDb's platforms include filmweb.pl and imdb.com, alongside the IMDb: Movies & TV Shows app.

• Audience Trends: Both websites showed an increase in visits, with imdb.com peaking at 42M visits in August. The monthly true audience grew steadily, surpassing 6M by September.

• App Engagement: The app's monthly active users increased to approximately 1.2M by the end of Q3, reflecting a growing preference for mobile content consumption.

• Ad Spend & Channels: IMDb's advertising was modest, with a focus on TikTok, achieving impressions of over 1.8M in June.

Disney+ (Disney Plus)

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

• Audience Trends: Website visits remained robust, averaging 105M to 114M monthly. The monthly true audience was stable, exceeding 8M by September.

• App Engagement: The app maintained a steady monthly active user base, with active users hovering around 5.9M.

• Ad Spend & Channels: Disney+ led in monthly advertising spend, with a peak of over $9.4M in April and impressions surpassing 1.5B. Facebook and Instagram were dominant channels, supporting their OTT strategy.

Conclusion

The Q3 2024 data underscores the dominance of Netflix, IMDb, and Disney+ in the UK Film & Television sector. Sensor Tower's unparalleled data offerings illuminate these brands' cross-platform dynamics, providing critical insights into their digital strategies. With tools like Web Insights, Pathmatics, and App Performance Insights, Sensor Tower remains essential for understanding audience behavior across the web and apps.