Since NBC’s over-the-top mobile app Peacock launched on July 15, it has generated 2.9 million installs, Sensor Tower Store Intelligence estimates reveal.
During its launch week, Peacock saw nearly 1.3 million installs from the U.S. App Store and Google Play. In the weeks after, Peacock has seen about 450,000 thousand weekly installs on average. It saw its best day ever on the day after launch when it hit 337,000 downloads from first-time adopters on July 16.
In the first month after launch, Disney+ reached about 23 million installs in the U.S. and Quibi generated 2.6 million installs.
Over the past two months, both Disney+ and Quibi have grown their average daily downloads. In July, Disney+ grew 29 percent from June, and Quibi more than doubled its average daily installs compared to the month prior.
Future Growth Opportunities
NBCUniversal has announced a new slate of shows and movies that will arrive on Peacock in the coming months, including original programming. Disney+ has shown that tentpole exclusive content can result in a spike in adoption by first-time mobile users, as it experienced when Hamilton debuted on its platform during the July 4 weekend. From July 3 to 5, the Disney+ mobile app was installed for the first time by 1 million App Store and Google Play users across all available markets. This figure represented an increase of about 79 percent from one week prior for the period between June 26 and 28.
It remains to be seen if any of NBCUniversal’s future offerings will deliver a similar boost for Peacock, but its promising content slate bodes well for continued growth.
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