22% Of People High Likely To Subscribe To Disney+
We are now just over 5 months away from the launch of Disney’s new streaming service, Disney+ in the US and according to a new report from research group, Ampere Analysis, there is already strong customer interest from those interviewed.
The survey asked more than 1000 people and saw that 22% of people were likely or high likely to subscribe to Disney+. Which is interesting considering Disney haven’t launched a marketing campaign for the new platform, except for a few press releases about new shows and the “Investors Day” event in April.
These results also showed where some of the key demographics are for Disney to target, as 36% of households with children are apparently intending to subscribe to Disney+. Which isn’t a huge shock since its going to be a family friendly network.
And its also the young adults who are intending to subscribe, with 34% of people aged between 18 and 24 being likely to subscribe. Adults living with friends are the most likely demographic to subscribe, with 37% of households likely to subscribe to Disney+.
Minal Modha, consumer research lead at Ampere Analysis, told The Hollywood Reporter:
“This is highly significant, given that Disney has not even begun their direct-to-consumer marketing campaign for the platform. That they have reached this level of awareness and demand already is quite encouraging.”
These numbers are pretty impressive for a streaming service which isn’t out yet and according to the report, a further 20 percent of respondents are on the fence with respect to subscribing to Disney+. So if Disney hit the marketing correctly, these could help push Disney to that predicted 60 to 90 million subscribers in 5 years goal.
One of the key aspects to the success of Disney+ is the pricing, which will be $6.99, as the Minal Modha said:
“They haven’t priced anyone out,”
The huge back catalog of Disney’s library is another big selling point for potential subscribers as the average respondent cited this reason as the most valuable content on the new platform.
While there has been much debate over Disney+ “Killing” Netflix, this report also indicated that the majority of respondents see Disney+ as a complementary, not replacement, source of content. Which is what Disney are hoping for, since they know most people will be subscribing to multiple streaming services, which is why all three of their streaming services are priced much lower, to enable people to mix and match.
Will you be subscribing to Disney+?