Disney is testing its streaming OTT service in the Netherlands before launching on November 12 in the US and Canada. About 8% of Dutch households have so far signed up for the service, with mainly younger age groups trying out the OTT service: 15% of people in their twenties have registered, versus 3% of people aged 50-66.
According to the study, higher educated people have in particular made use of the test. But where previously disposable income was linked to the use of OTT services, interest here does not seem to depend solely on price. Possession of equipment to view OTT services (smart TV, tablet, Apple TV, Chromecast etc) can play a role, as well as the degree of digital dexterity. Of the lower educated, 4% have a subscription to Disney+, while among the highly educated this is 9%.
Disney+ is currently stacked on Netflix subscriptions: 15% of Netflix subscribers are currently testing Disney+, versus 1% of households that do not have Netflix. Conversely, 81% of current Disney+ testers also have a subscription to Netflix.