Consumer research carried out by Qriously for Ampere Analysis has identified the appeal, target audience and likely take up of the new Disney+ SVoD service in the US.
Carried out amongst 1003 internet users via mobile phone, the survey identified that just over one quarter (27%) of respondents are already aware of the Disney+ streaming service, despite minimal promotional activity to date. There is significantly greater awareness among the two audiences Ampere has identified as key for Disney+: 45% of 18 to 24-year olds and 36% of households with children were aware of Disney’s plan to launch a new streaming service.
Who’s likely to subscribe?
– 22% of all respondents indicate that they are likely or highly likely to subscribe to Disney+.
– 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.
– Intention to subscribe increases significantly to one third (34%) of 18 to 24-year olds, and 36% of households with children.
– 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 are likely to subscribe to Disney+, those living with friends are more likely than average to subscribe at 37%.*
– A further 20% of respondents are on the fence with respect to subscribing to Disney+ – representing a medium-term conversion opportunity for Disney.
Marvel is Disney’s most valuable content, followed by the animated films
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.
Marvel was ranked as the most important content to have as part of Disney+ for those 18 to 24.
The 25 to 34-year age group have the most affinity with Disney’s animated films. This age group not only is significantly more likely to have children in their household, but also to have built an emotional connection with these films in childhood.
Those aged 35+ are more likely to value Star Wars compared to younger audiences where it underperforms. The franchise will be key to attracting older audiences to the service – these groups of consumers may be less influenced by Disney’s animated titles, and by the Marvel franchise.
The marketing strategy for Disney+ should bear in mind the distinct content preferences of the core target groups in order to maximise impact.
Ensuring that Disney+ has an array of basic cable shows will be important for subscriber stability and churn management. Although not rated as the most important content, and so unlikely to drive significant subscriber growth, programmes from the Disney Channel and National Geographic have solid appeal across their target demographic groups.
Minal Modha, Consumer Research Lead at Ampere Analysis said: “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. 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.”