Two-thirds of UK consumers unaware of Disney+ launch | Media Analysis | Business
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The House of Mouse’s allure is totally enduring on a global scale but research from GlobalWebIndex has found that Disney has a brand awareness job on its hands before the launch later this year of its new streaming service in the UK.
Disneyplus 17July2019
Complementing a similar study in the US, the survey sampled 3,003 internet users in the UK aged 16-64 of whom 2,479 identified themselves as Disney fans. It found fundamentally that 65% of people in the UK were unaware of the introduction of the Disney+ streaming service slated for launch in Q4 2019.

Of those who were aware, 39% said that they currently do not plan on taking out a subscription but just over half (51%) of Disney fans in the UK would be willing to spend up to £10 per month for a Disney streaming service subscription. To put this in perspective, GlobalWebIndex noted that currently in the UK, 57% of consumers claim they currently spend up to £20 per month on their TV/Film subscription services. In addition, 71% of Disney fans in the UK use Netflix and 37% Amazon Prime video at the time of the survey and around a quarter of fans indicated that they would subscribe to Disney+ and keep their current film/TV subscription services.

Looking at the content that could entice UK consumer to subscribe to Disney’s streaming services, Pixar content proved most popular, with 37% stating so, closely followed by Marvel content (32%). Over a quarter (28%) said that new Disney shows and films exclusive to the Disney platform would entice them.

“With Pixar proving most appealing among content that could entice consumers to subscribe to Disney Plus, the recent success of Toy Story 4 in the box office will give Disney a lot of confidence in their ambition to win a strong foothold in the UK video streaming market,” commented GlobalWebIndex senior trends analyst Chris Beer. “The most important focus for the new service will be paying close attention to the content demands of its diverse, family-oriented audience.”