Perhaps it's all the "Star Wars" and "Frozen" fans.
According to data from research firm Apptopia, the $6.99-a-month streaming service's mobile app has been downloaded 15.5 million times, with people actually paying to use the service as opposed to simply strap-hanging on for a free initial ride.
The new streaming platform - which features content from Disney as well as Disney-owned properties like Marvel and the Star Wars franchise - pulled in $5 million through in-app purchases in its first 13 days, according to Apptopia.
Subscribers can also pay for the service through the Disney+ website, however, and that data was not captured by Apptopia.
Despite some initial post-launch glitches, Disney+ has been an out-of-the-gate force on the streaming content scene, with some 10 million subscribers joining the service since its Nov. 12 launch.
In terms of who is actually watching the service, Apptopia said that Disney+ has been averaging 25.6 million sessions per day over the past week.
"Given we have seen 15.5 million downloads over the course of two weeks, this is a sign people are highly engaged with the mobile app," the research company said in a statement. "It is likely viewers are watching bits and clips on their daily commutes and briefly checking to see if new content/episodes have been added.
They're also watching via other streaming services and their corresponding apps, including Hulu and ESPN+, of which Disney+ is now part of a bigger content package, Apptopia said.
Shares of Disney have been trading near record highs since the debut of Disney+. In trading on Tuesday, the stock was up 2.17% to $152.94.