Find targeted leads quickly
Track your competitors' every move
Spot signals ahead of the curve
Layer app data over fundamentals
See app classification insights for every app and mobile game
Insights on paid and organic search results for 75K+ keywords
Downloads, revenue, and usage insights for 7M apps
Demographic and cross-app usage insights
Get actionable insights from user reviews
Track which apps install or uninstall over 2,900 SDKs
May 31, 2022
Stranger Things 4 and Obi-Wan Kenobi launched Friday at midnight on Netflix and Disney+, respectively. By Sunday of the holiday weekend in the U.S., mobile downloads increased 38% from Friday for both streaming competitors. Each also achieved the highest daily downloads for the month of May after a six-week slump.
Since Netflix’s first report of significant churn at its Q1 earnings, more attention has turned to Netflix performance relative to its competitors. When Disney+ moved its Obi-Wan Kenobi release from Wednesday, May 25, to the same day as Stranger Things 4, it set up a streaming war for all to watch (whether that was the intention, or not, is unknown).
Considering Obi-Wan Kenobi was only a two episode release, while Stranger Things 4 released all seven episodes in the season, it seems fair to call this battle a draw at the end of the long weekend. Netflix had a slight edge the day after its launch, increasing downloads by 3% more than Disney+, but the increases that day are hardly significant to the standard daily download ebb and flow. In the following two days of notable growth, Netflix and Disney+ tied.
From here, we watch Netflix’s competition with itself. When Stranger Things 3 launched July 4, 2019, it similarly hit a 39% uplift in downloads 3 days after launch – and then it was able to keep that momentum for 4 days. In the last year, new season releases for Netflix originals have not looked the same. Outer Banks season 2 resulted in a 17% increase after launch at its best, and in March Bridgerton's release fell completely flat. Stranger Things 4 has already performed better than both, and it will be interesting to see if the long-awaited return can sustain a longer growth period.