Fans have fuelled the 20th anniversary of Hannah Montana into full blown celebration from events and activations to massive brand collaborations and nonstop social conversation.

Two decades later, ‘Hannah Montana’ still owns the spotlight as a defining cultural icon, proved by this week’s celebration, with the ‘Hannah Montana 20th Anniversary Special’ driving 6.3million views on Disney+ and Hulu after three days streaming in the US, Disney said in a statement yesterday.

Elsewhere in the globe, the series streamed on partner platforms. For example, in India, the show aired on JioHotstar.

The celebration of the anniversary also drove nearly 1,000 percent increase in viewing of the ‘Hannah Montana’ catalogue this past week. The show’s longevity is undeniable: fans have streamed more than half a billion hours globally on Disney+ to date, the statement added.

This month, fans also spent thousands of hours rocking out to the show’s most unforgettable music videos on Disney+ and relived their favourite Miley Cyrus moments via a dedicated non-stop stream of all ‘Hannah Montana’ content.

‘The Hannah Montana 20th Anniversary’ permeated pop culture through user generated content, events and activations, content collections and consumer products.

From a Starbucks secret Popstar Refresher and a Google Search easter egg to Airbnb opening the doors to Hannah Montana’s Malibu beach house, exclusive show–inspired merchandise, Maybelline pop-ups in LA and New York that drew massive crowds and a custom bracelet duo-pack from Little Words Project, the partnerships were next level and spawned over 250 other brands (and counting) to join in on the fun organically.

In the month of March, owned posts on Disney+ and Disney Channel social for the campaign have amassed an incredible nearly 440 million total impressions and over 30 million engagements across TikTok, Instagram, X, YouTube and Facebook. The teaser of the special received over 120 million views in its first 24 hours and Miley’s recreation of the iconic Disney Channel Wand ID broke 45 million organic views.

Miley Cyrus’ original song, ‘Younger You’ (From the ‘Hannah Montana 20th Anniversary Special’) was brought out yesterday via Hollywood Records and is available on Spotify, Apple Music, Amazon Music, YouTube Music andand other digital platforms.

‘Hannah Montana’ Spotify streams have surged with the special — ‘This is the Life’, the first song Miley ever performed as Hannah Montana, saw an impressive 747 percent boost in streams on March 24, the day that the special dropped on Disney+ and Hulu, according to Spotify data. ‘Best of Both Worlds’, which Cyrus performed in the special alongside ‘This is the Life’ also saw a 607 percent lift, while ‘Wherever I Go’ saw a 537 percent uptick and ‘Ordinary Girl’ got a 430 percent boost.