Disney’s Coven Academy draws 11 million hours of viewership

Disney’s new fantasy series ‘Coven Academy’ has achieved significant viewership among Gen Alpha audiences, logging 11.4 million global hours viewed during its first week. Created by Tim Federle, the series follows teenagers at an elite magic boarding school and utilizes a unique format of 21 chapters, each running between 10 and 15 minutes.

Following its debut on Freeform on October 1, the full season became available on Disney+, Hulu, and Freeform on demand. Nielsen data ranked the show as the number one streaming series among teens aged 12 to 17 during its premiere weekend and placed it within the top five among all viewers.

To reach younger viewers, Disney released the first chapter on TikTok, Instagram, and YouTube. This social media strategy generated over 30 million additional views, including 18 million on TikTok and 11 million on Instagram. Federle noted that the decision to use shorter chapters with frequent cliffhangers was intended to increase propulsion and engagement in a competitive media landscape.