In the race for streaming subscribers, premium content is emerging as a key factor in driving subscriptions and improved levels of engagement that can keep viewers paying monthly subscriptions. TVision data suggests that major motion pictures releases, such as Mulan and Hamilton have positively impacted Disney+ subscriptions and engagement, and now there is early evidence that HBO Max's streaming release of "Godzilla vs. Kong" has given that app a boost in engagement as well.
Variety's Kevin Tran took a first-look at TVision's data from the first few days of "Godzilla vs. Kong" on HBO Max. The data shows that it was the apps second best week for engagement, trailing only the "Wonder Woman 1984" premiere week.
As streamers and the movie production industry identify the best ways to premiere new movies during the pandemic and beyond, HBO Max's move to make the movie available on the app at the same time it was released in theaters suggests a positive path forward.