Over a fifth of US homes likely to subscribe to Disney+ | Media Analysis | Business
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Research from Ampere Analysis has identified the appeal, target audience and likely take up of the new Disney+ SVOD service in the US, finding just over a quarter (27%) of respondents are already aware and just under that would likely subscribe.
disney 12April2019
Carried out by Qriously among 1003 internet users via mobile phone, the survey found that despite minimal promotional activity the Disney+ streaming service has already gained awareness, and in particular with two audiences Ampere regards as key for Disney+: 45% of 18 to 24-year olds and 36% of households with children. Nearly two thirds of these people fall into two distinct audiences – those in the 18 to 24-year old bracket, and households with children – with minimal crossover between them.

In all, 22% of all respondents indicate that they are likely or highly likely to subscribe to Disney+. Intention to subscribe increased significantly to a third of 18 to 24-year olds, and 36% of households with children. Ampere stressed that the audience with children in the household is key for Disney+. It is nearly twice the size of the 18 to 24-year old group and offers the greatest immediate opportunity.

However, it is not only households with children who were found to be likely to subscribe to Disney+, those living with friends were more likely than average to subscribe at 37%. A further fifth of respondents were uncommitted to subscribing: this represented a medium-term conversion opportunity said the analyst.

Yet for all that, fundamentally Disney+ is considered an additional service not a replacement, as indicated by 65% of the survey.

For the average respondent, Marvel, Disney’s catalogue of animated films, and Pixar titles were perceived as the most valuable content to gain access to via Disney+. Programmes available via broadcast or basic cable channels, such as the Simpsons and National Geographic were considered less crucial.

Ampere advised Disney that its marketing strategy should bear in mind the distinct content preferences of the core target groups in order to maximise impact. It noted that ensuring that Disney+ has an array of basic cable shows will be important for subscriber stability and churn management.

“There’s no question of a strong appetite for the Disney+ service – particularly amongst two distinct target audiences: households with children and 18 to 24-year olds,” said Minal Modha, consumer research lead at Ampere Analysis. “Away from this core group, there’s also a clear opportunity to broaden the content offering and attract a new audience by leveraging the Fox movie catalogue with titles such as Bohemian Rhapsody and The Post to reach an older audience.”