Exclusive consumer research carried out by Qriously for Ampere Analysis has revealed that 22 percent of all U.S. respondents indicate that they are likely or highly likely to subscribe to the new Disney+ streaming service.
The research was meant to identify the appeal, target audience and likely take-up of the new Disney+ SVOD service in the U.S. Surveying 1,003 internet users via mobile phone, the report found that just over one quarter (27 percent) of respondents are already aware of the Disney+ streaming service. There is significantly greater awareness among two audiences: those 18 to 24 and those with children—45 percent of 18- to 24-year-olds and 36 percent of households with children were aware of Disney’s plan to launch a new streaming service.
For the average respondent, Marvel, Disney’s catalog of animated films and Pixar titles were perceived as the most valuable content to gain access to via Disney+. Programs 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 set has the most affinity with Disney’s animated films, as 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 35-plus are more likely to value the Star Wars franchise compared to younger audiences, where it underperforms. The franchise will be key to attracting older audiences to the service, as these groups of consumers may be less influenced by Disney’s animated titles and by the Marvel franchise.