Half of US families with young children already subscribe to Disney+ | VOD | News | Rapid TV News
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Research from Ampere Analysis has revealed just how successful Disney has been with its new direct-to-consumer service to date finding that Disney+ has been disproportionately successful in engaging two core target audiences in its home market.
disney Ampere 18March2020
Specifically, the data shows that since the service launched in November 2019, half (50%) of US Internet users with children under 10 in their household have already subscribed to Disney+, with new and classic Disney films a key draw. The service has also been successful in among 18-24-year olds with more than two-fifths of the group indicating that they had access to the service. Marvel films and the success of The Mandalorian will have been key for this latter group.

To put these cohorts into context, Ampere noted that Internet households with children currently make up 55% of all Disney+ subscribers in the US and one in five Disney+ subscribers are aged between 18-24. The research from Q1 2020 also shows that Disney+ has been successful in converting consumers in both target groups, with 42% of all US respondents with children under 18, and 41% of all those aged 18-24 already taking the service.

Going forward, Ampere said that with a large early subscriber base secured, Disney+ now needs to shift strategy to focus on customer retention and that original series will be crucial to maintaining regular use of the service. The analyst found of those individuals with access to Disney+ in the household, roughly half were currently using the service on a monthly basis.

Looking at the most popular genres of content being taken up, Ampere highlighted that of the 56 new titles Disney+ currently has in production, the biggest volume at 19 are documentary, followed by children and family at 15. It added that with the acquisition of National Geographic assets through its merger with Fox last year, Disney was in a strong position to produce high-quality, family friendly documentary content for its streaming service.

Ampere predicts Disney+ will be looking outside its core audience for future growth, while its continued focus on children and family, and sci-fi and fantasy ensures that there will be content which will continue to appeal to both those with children in the household and younger consumers who make up Disney+’s core audience.

“The latest figures from our Consumer media tracker indicate a very promising start for Disney+, with success in converting its two most important target audiences,” said Mina Mocha, consumer research lead at Ampere Analysis. “It will now be key for Disney to ensure it retains these customers with a mix of new Disney+ originals and new release movie titles. Furthermore, while there is still room for growth among both the two core demographic groups, it will be imperative for Disney+ in the longer term to broaden out its content offering to appeal to a wider audience.”