ASO Audit

Disney+ ASO Audit Report

Buse Kanal

27 February 2025

Disney+ iOS App

Disney+ is one of the leading streaming platforms, offering an extensive collection of movies, series, and exclusive originals from Disney, Pixar, Marvel, Star Wars, and National Geographic. While Disney+ already enjoys significant brand recognition, refining its App Store Optimization (ASO) strategy can help further improve visibility, conversion rates, and organic growth.

In this audit, we analyze Disney+’s current ASO performance and explore opportunities for optimization to maximize reach and user engagement.

Disney+ Keyword Research

We conducted keyword research for the Disney+ iOS app in the United States. The details of our findings are shared at the end of this report.

Looking at the research results, we can see that Disney+ ranks for some key search terms. However, there are still untapped opportunities to improve visibility and attract more organic users.

At ShyftUp, we use ASO intelligence tools like Mobile Action to identify high-traffic keywords with lower competition. A key metric in our research is Volume, which ranges from 5 to 100. This score represents the relative number of users searching for a specific keyword compared to others in the App Store and Google Play.

For example, one of the highest-ranking keywords is “Facebook” with a volume of 100. On the other hand, most low-traffic keywords have a volume of 5, meaning very few users search for them.

Here’s how Disney+ currently ranks for important keywords:

“disney movies” – Volume: 18 – Rank: #1
“streaming tv” – Volume: 18 – Rank: #128
“watch now” – Volume: 23 – Rank: #91
“movies app” – Volume: 27 – Rank: #27
“shows” – Volume: 35 – Rank: #6
“live sport” – Volume: 32 – Rank: unranked

We also analyzed competitor keywords and found these results:

“abc” – Volume: 57 – Rank: #206
“HBO Max” – Volume: 69 – Rank: #3

The data shows there is significant room for improvement. To increase keyword rankings, Disney+ should refine its metadata to target more relevant and high-volume search terms. By strategically incorporating missing but valuable keywords into the title, subtitle, and keyword list, the app can improve its search visibility and attract more organic downloads.

Title Analysis

Current Title: Disney+ (7/30 characters)

Apple allows up to 30 characters in the title, and Disney+ does not fully utilize the available space.

The title currently prioritizes brand recognition, but adding a relevant keyword could improve visibility.

Suggested Title for Testing:

Disney+ Watch Movies & Series

This variation would:

Keep brand recognition while increasing discoverability.
Target “watch” (Volume: 58), “movies” (Volume: 55), and “series” (Volume: 34) to capture more search traffic.

Subtitle Analysis

Current Subtitle: Unlimited entertainment (25/30 characters)

The subtitle is well-structured but could further enhance visibility by incorporating additional high-traffic keywords.

Keyword Volume Analysis:

entertainment – Volume: 41
unlimited – Volume: 34

Suggested Subtitle for Testing:

Streaming TV shows, Live Sport

This variation would:

Target “streaming” (Volume: 42), “tv shows” (Volume: 33), and “live sport” (Volume: 32) to capture more search traffic.

Screenshot Analysis

Screenshots are a crucial factor in Disney+’s conversion rate. Well-optimized visuals can significantly boost downloads, while unclear messaging or design inconsistencies may lead potential users to lose interest.

Looking at Disney+’s current screenshots, they effectively showcase the app’s content, but there are key areas for improvement that could enhance engagement and conversion rates.

Areas for Improvement

Value-Oriented Messaging – Current screenshots highlight features but could better emphasize the app’s unique benefits. Using direct, action-driven messaging like “Stream Exclusive Marvel & Star Wars” or “New Blockbusters Every Month” can make a stronger impact.

Social Proof – While Disney+ is a globally recognized brand, reinforcing credibility through elements like “100M+ Subscribers” or “#1 Streaming App” can build trust and encourage downloads.

First Screenshot Optimization – The first screen gets the most attention. Testing different layouts, UI elements, and headlines can help determine what resonates best with users.

Feature Highlights – The app effectively showcases its movie library, but some screenshots could better highlight unique features like “Download for Offline Viewing” or “Personalized Recommendations” to enhance user interest.

Device Use & Orientation – Experimenting with different device types, orientations, or even a clean UI without device frames could improve clarity and visual appeal.

A/B Testing Strategy

To maximize the impact of these improvements, A/B testing different variations of screenshots through Apple’s Product Page Optimization (PPO) is recommended.

By continuously refining Disney+’s screenshot messaging, visual hierarchy, and social proof, we can ensure a more compelling and conversion-driven App Store experience.

In-App Events

Apple’s In-App Events are an excellent way to improve discoverability. Disney+ already utilizes in-app events, but additional optimization can further increase engagement. Ideally, Disney+ should publish at least an in-app event a month.

Recommendations:

Exclusive Releases – Promote new blockbuster films (e.g., “Inside Out 2 Premiere”).
Seasonal Content – Highlight themed collections (e.g., “Holiday Classics” during December).
Live Premieres – Engage users with virtual red-carpet events for new releases.

By leveraging in-app events more strategically, Disney+ can increase retention and attract new users who engage with App Store-displayed events and increase its chance of getting featured by Apple.

Key Takeaways

To enhance its ASO strategy, Disney+ should focus on the following:

Optimize metadata – Refine the title and subtitle to include high-traffic, relevant keywords.
Improve screenshots – Use clearer messaging, social proof, and stronger value propositions.
Leverage in-app events – Promote exclusive releases and seasonal content for better engagement.
Continuously track keyword performance – Adjust metadata based on user search trends.

By implementing these ASO improvements and testing new variations, Disney+ can strengthen its App Store presence and drive sustainable organic growth.