NBCU’s Peacock seems to be having a considerably higher launch than Quibi did, primarily based on information from app retailer intelligence agency Sensor Tower. While numbers pointing to new app downloads aren’t a whole image of client adoption for a cross-platform service, they’ll present a window into early traction exterior of any official numbers offered by the businesses themselves.
In Peacock’s case, Sensor Tower says the cell app has now been downloaded round 1.5 million occasions throughout the U.S. App Store and Google Play inside its first 6 days available on the market.
For comparability, that’s 25% greater than the 1.2 million installs Quibi noticed throughout the identical interval post-launch within the U.S., however solely 12% of the 13 million downloads Disney+ generated inside its first six days.
Sensor Tower selected to not evaluate Peacock with HBO Max because of the truth that HBO’s new service changed the present HBO Now app, which was already preinstalled on client units. That wouldn’t be as apt a comparability.
Peacock, after all, doesn’t have the brand-name recognition of Disney. And arguably, its identify doesn’t translate into customers’ minds as “NBC,” regardless of its connection to the traditional peacock brand. Disney, in the meantime, had a built-in fan base earlier than its streaming service’s launch. And, extra broadly, there was pent-up client demand for a extra family-friendly providing, as effectively.
Before final week’s launch, Peacock had been out there on father or mother firm Comcast’s Xfinity X1 and Flex platforms, however that didn’t embody its cell companion. The cell app as a substitute formally launched on July 15, and rapidly shot as much as No. 1 on the iPhone App Store, the place it remained via the next day. On iPad, it ranked No. 1 between July 16 and July 18.
Today, the app has since dropped to No. 26 on iPhone (amongst nongame apps). Meanwhile, on Google Play, it has ranked No. 2 since July 17, and is No. 1 amongst nongame apps.
Quibi had additionally seen early traction on the app shops’ high charts shortly after its launch, rating as excessive as No. Four on iPhone on its launch day, April 6. But simply over per week later it had quickly fallen out of the U.S. iPhone app rankings, App Annie’s information indicated, dropping out of the highest 50. That noticed it coming in behind Netflix, Hulu, Disney+ and Amazon Prime Video.
Peacock hasn’t but fallen that far, which might be a superb sign.
There was additionally a lot dialogue that Quibi’s failure to achieve vital early traction needed to do with its lack of assist for TV viewing, regardless of launching in the course of a pandemic when customers have been staying at residence and watching on their lounge huge screens.
However, it’s value stating that Peacock hasn’t but rolled out to the 2 most generally adopted lounge platforms within the U.S.: Amazon Fire TV and Roku. That lends extra assist to the concept Quibi hasn’t been struggling to develop due to its mobile-only nature, however as a result of its content material wasn’t drawing in viewers.
For what it’s value, Quibi has disputed latest experiences of its gradual traction, noting earlier this month its app had gained 5.6 million downloads since launch — greater than the 4.5 million Sensor Tower had claimed on the time.
Even if Sensor Tower’s estimates aren’t a precise science, the general pattern its figures paint is one the place neither Peacock nor Quibi have change into in a single day sensations at launch. Of course, the expansion trajectory for any Netflix rival is bound to be powerful in immediately’s crowded market. But these firms have made it much more tough for customers to attach because of their lack of a recognizable model identify and their failure to supply devoted apps for high lounge units at launch.