Newly launched Disney+ has been able to double down on two key market segments.
In addition to households with children, 18-24 year old are also finding it hard to resist the new streaming service, according to new findings from Ampere Analysis.
The researchers’ Consumer media tracker has found half (50%) of US Internet users with children under 10 in their household have already subscribed to Disney+. Here it is the array of new and classic Disney movies that has been a key draw.
However, 18-24 year olds have also been attracted as the Marvel films and Star Wars spin-off The Mandalorian pulling in more than four in 10 (41%).
Minal Modha, Consumer Research Lead at Ampere Analysis says: “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. 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.”
Ampere’s analysis shows that of individuals with access to Disney+ in the household, roughly half are currently using the service on a monthly basis.