More than fifth of US households are likely to subscribe to Disney’s forthcoming streaming service, Disney+, according to consumer research carried out by Qriously for Ampere Analysis.
The survey of 1,003 internet users found that 27% of respondents were aware of Disney’s streaming plans and that 22% indicated they were ‘likely’ or ‘highly likely’ to subscribe to Disney+.
Two groups of respondents – people aged 18-24 and households with children – showed both higher awareness of the service and more willingness to subscribe, with 34% of 18-24 year-olds and 36% of households with children saying that they would pay for Disney+.
Ampere identified the households with children demographic as “key” for Disney+ as it is nearly twice the size of the 18 to 24-year old group and offers “the greatest immediate opportunity”.
In terms of content, the average respondent said that Marvel titles, Pixar titles and Disney’s catalogue of animated films were the most valuable content to gain access to.
While programmes available via broadcast or cable TV like The Simpsons or National Geographic were deemed less crucial, Ampere did suggest that basic cable shows will be important for subscriber stability and churn management.
The survey found that that Star Wars underperformed with younger audiences, appealing more to people aged 35 and over. Ampere said this content would be key to attracting older audiences to the service.
“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,” said Minal Modha, Consumer Research Lead at Ampere Analysis.
“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.”
