So Disney+ app downloads were up 74% this weekend and there's some raw numbers to go on from Variety. In the article, it says the following:
"The movie premiered on the Disney Plus streaming service on Friday, July 3. From Friday through Sunday, the Disney Plus app was downloaded 752,451 times globally, including 458,796 times in the U.S., according to analytics firm Apptopia."
Of course not every app download means a purchase. I've downloaded the app on many devices (rough estimate between me and my whole family is somewhere around 10-11 downloads, which is probably well more than normal. I have it downloaded on my Roku TV, Apple TV, Xbox, Playstation, phone and my family has it elsewhere) and am paying $4/month with the 3 year plan. So if we assume on a low end that 20% of those downloads are paying customers and the average family downloads it about 4-5 times in various areas, then it is to be assumed that Disney took in $1.05M in new subscriptions globally over the 3 day weekend. If every single one of those downloads purchased a subscription at $7/month (which just simply isn't the case), it would've been a $5.27M 3-day weekend.
So if we're trying to compare to how this would've done theatrically, obviously it would've made more money theatrically on paper, but I think it had far bigger exposure and in the long-term it makes more money for both Disney and Hamilton being on Disney+. It's also probably one of the best things to happen to theater in a long time that it's on Disney+. Many kids who may have never consider performing before watched this weekend and may have come away inspired to want to get into the arts.
Lin-Manuel Miranda’s "Hamilton" movie delivered for Disney Plus, spurring a spike in app downloads over its July 4th weekend debut.
variety.com