As the dust settles on the year’s biggest media merger news, Parrot Analytics has taken a look at how the future WarnerMedia-Discovery combined company will stack up against the competition in the race for audience demand and consumer attention.
The total demand for content originally available on a Disney property was the largest of all corporate demand shares. Disney has consistently had the lead in this race. In this scenario, Disney held a 4.3% share advantage over second-place ViacomCBS for the last month of available data. AT&T (WarnerMedia) was in third place - ahead of Comcast - while Discovery was in a distant sixth.
The new WarnerMedia-Discovery entity is poised to be in second place (16.4%) behind only Disney (19.6%) in US cross-platform audience demand. This pushes Disney’s lead over the competition down to just 3.2%. ViacomCBS (15.3%) had been in second place before the merger was announced, but is now relegated to third. No other company comes within 5% of ViacomCBS.
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