‘Taylor Swift: The Eras Tour’ Dominates on Disney+
On March 14th, Disney+ changed its entire front page to highlight its newest addition.
Disney spent $75 million to guarantee that it would be the exclusive home to Taylor Swift: The Eras Tour.
Photo: Taylor Swift
We just learned how much Disney+ benefited from this decision, and it’s a mind-blowing number!
Yes, Taylor Swift: The Eras Tour has absolutely dominated during its first three days on Disney+. Here’s what we just learned.
Everyone Loves Taylor Swift
Photo: Taylor Swift
Over the years, Disney+ has proven to be a shockingly good streaming service for musical content.
Photo: Taylor Swift
The streamer has launched Elton John: Farewell from Dodger Stadium, Black Is King: A Film by Beyoncé, and The Beatles: Get Back.
Photo: Taylor Swift
All these titles performed admirably and even won major awards, including the final piece in Elton John’s career EGOT.
Still, I suspect that on some level, most Disney fans recognized the pop culture significance of The Eras Tour.
Photo: Taylor Swift
I cannot think of another time when such a hot musical commodity arrived on a streaming service at such a perfect time.
Perhaps the only legitimate comparison is Hamilton on Disney+, which speaks volumes about how well-programmed this service is.
Photo: Taylor Swift
There’s something for everyone on Disney+, but that was especially true over the last 96 hours.
Even casual fans expected The Eras Tour to draw a crowd, and that’s why the beloved music artist took over the Disney+ home screen.
Photo: Taylor Swift
Still, I don’t think anybody was quite ready for the kind of performance that The Eras Tour managed.
Let’s Talk Hard Numbers
Photo: Taylor Swift
According to Disney’s official press release, The Eras Tour has already become the top music film EVER on Disney+.
By Disney’s internal calculations, fans watched the film 4.6 million times (!!!) in just three days.
Photo: Taylor Swift || Acoustic Set
Overall, Disney suggests that its subscribers spent 16.2 million hours watching The Eras Tour.
Now, those of you who read MickeyBlog’s Nielsen Streaming Ratings articles may be a bit confused.
Photo: Taylor Swift
That 16.2 million number may look a bit low. Well, that’s only because Nielsen lists minutes watched.
Disney’s press release shows hours watched. So, we should multiply this number by 60 to put it in recognizable terms.
Photo: Taylor Swift
This quick calculation indicates that fans spent 972 million viewer minutes watching The Eras Tour…in just three days.
During the most recent Nielsen ratings, Bluey was THE most-watched program on streaming, with 1.173 billion viewer minutes in a week!
Photo: Taylor Swift
If we double The Eras Tour to give the film (almost) a full week, its total soars to 1.944 billion viewer minutes.
Are you getting the picture now about how massive this movie is on Disney+?
Photo: Taylor Swift || Acoustic Set
What Happens Next?
Obviously, The Eras Tour won’t sustain this kind of momentum for more than a few days, but it’s also not going away anytime soon.
With a run-time of three and a half hours, the Taylor Swift concert movie requires a significant time investment.
Photo: Taylor Swift
I suspect more casual fans will take their time in watching the show.
Meanwhile, the more obsessive fans (like my wife) will keep The Eras Tour on a loop for weeks to come.
Photo: Taylor Swift
In short, this film has already justified Disney’s $75 million investment, and it’s only been out for five days!
This is Taylor Swift’s world, and we’re all just living in it.
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