The Hannah Montana 20th anniversary special tallied 6.3 million views in its first three days on Disney+ and Hulu. The special also drove views of the old Hannah Montana content by nearly 1,000 percent, per Disney.
The marketing push behind the special was gigantic, with more than 250 brands getting in on the anniversary via user-generated content, events and activations, content collections and consumer products. Disney’s own ads generated 440 million total impressions, the company said, and drove more than 30 million engagements on social media. The teaser for the special alone got 120 million views within 24 hours.
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With the 20th-anniversary special came a new Miley Cyrus original song, “Younger You,” which is out today via Hollywood Records. The old Hannah Montana songs jumped on streaming because of the special.
The Hollywood Reporter
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