More Than a Fifth of US Homes Likely to Go For Disney+

                 Image credit: Disney                   

The Power of the Genie 

A recent consumer research study undertaken by Qriously, on behalf of Ampere Analysis, indicates that: “More than fifth of US households are likely to subscribe to Disney’s forthcoming direct-to-consumer streaming service, Disney+” [1].

The survey, which comprised around 1,000 internet users, determined that: “27% of respondents were aware of Disney’s streaming plans; and of these, 22% indicated they were ‘likely’ or ‘highly likely’ to subscribe to Disney+” [1]. With only just over a quarter (27%) of people in the know about Disney's brilliant new offering (comprising a database of hundreds of hours of TV and movies, old and new, for $6.99 a month), once the remaining 73% find out, if a similar apportionment follow suit, then Mickey Mouse et al., will be singing “A Whole New World, [A New Fantastic AVOD]” in an adjusted version of Aladdin's wonderful rendition, as Disney comes up trumps yet again.  

The Perspective From Different Age Groups

The study also showed that: both households with children; and individuals aged between 18 and 24, were more aware of Disney+, and more willing to sign up, with 36% of households with children, and 34% of individuals aged between 18 and 24, stating that they would pay to receive Disney+. The demographic of “households with children,” were marked out by Ampere, as “key” for Disney+, since this group is close to double the size of the 18 to 24 age group, and provides Disney with “the greatest immediate opportunity” [1].

Content is King

Image credit: Maccablo

With regard to the programmes on offer, the most important content for the average respondent, comprised: Disney’s catalogue of animated films, and titles from Pixar and Marvel. Further, although programmes which are available via cable or broadcast television, such as National Geographic and The Simpsons, were regarded as not as crucial, the researchers did express their view that basic cable shows will be instrumental in maintaining churn management and subscriber stability [1].

Ampere Analysis' Consumer Research Lead, Minal Modha, stated: “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. 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” [1].

  Image credit: Ampere Analysis

Disney officials have stressed that the company's aim: “is to achieve revenue through reach, not overcharging” [2]. In its first year alone, Disney+ is on course to bring out 10 new films and 25 episodic series. Moreover, five years down the line, users should be able to enjoy a whopping 50 episodic shows [2].

When compared to Netflix's most popular monthly plan, Disney's offer comes out at just 50% of the price. - That's right – only half the Netflix bill... And this could be even lower if users want to commit for 12 months. This means that consumers are able to make a decent savings, thanks in part, to Disney's shrewd investments in its theme parks and box office productions; not to mention revenue from its other non-subscription services, and television ads [2].

More on the Ampere Analysis Study

The study also suggested that in the case of younger audiences, Star Wars did not perform very well at all, and was more sought after by consumers in the 35+ age group. Furthermore, this type of content is crucial to attract older audiences [1]. The good news is that the Disney+ app will in essence, generate five different user experiences wrapped up in the one service. Disney's CEO, Robert Iger, noted: “We’re going to superserve fans” of various brands, by customizing the look and features of each of the separate content universes contained within Disney+” [3]. Now, that certainly sounds like a wonderland of exciting entertainment!

                           Image credit: Mandegar inc                        

Giving Consumers Want They Want

Spokesmen at Disney+ made the very valid point that their platform is especially suited to users who crave simplicity. - And this is no doubt, a welcome alternative to: “the thousands of scattershot shows and movies on Netflix” [2].

Choosing Two Perfect Streaming Services

Research conducted by Tony Gunnarsson - a leading Ovum analyst, indicated that most consumers are only prepared to subscribe to 2.25 streaming services. Moreover, leading figures in the industry believe that although the market is likely to accommodate Disney, other streaming platforms will not have that Walt magic [2].

Being Spoiled For Choice by Choosing OONA OTT TV

OONA, the rapidly up and coming new OTT TV kid on the block, is set to revolutionize the industry, as unlike other players, it puts consumers in the front seat. Why? Well, not only does it offer an awesome free on-the-go and at home entertainment service via the OONA app; it empowers users with a fantastic selection of hundreds of top local and international channels; it even rewards them with a virtual currency (redeemable for a broad range of branded goods and services, discounts, and free telcom products), just for watching and sharing what they love. And if consumers want to pay a sub to Disney or Netflix, etc., then this addition can sit on top of their OONA TV base.

Doing the Math

This ideal scenario means that millions of people in the US and indeed all over the world, will be forking out far far less of their hard earned money per month, and they will have the simplicity that the Disney execs were talking about. And if users want special live baseball and other sports specials, and exciting new content, then they can subscribe to the OONA+ SVOD service. - This has so much flexibility, and you can even request it just for special occasions, such as on a certain day or weekend, or when your family are on holiday. So what could be better than that?

Image credit: World Economic Forum

Making an Impact

OONA is currently set up to serve 185 million Indonesians, and is well on its way to being established in the US, other parts of Asia, Europe, Africa, South America and the Middle East, with a number of launches this year. Headed by leading digital strategist and AI expert, Christophe Hochart, the platform's ethos has been the same ever since he founded it a few years ago: to put consumers first; give telcoms, studios and content holders an unbeatable deal; to empower billions of people with free access to top entertainment, so they do not have to go to pirate sites; reward loyal users with a virtual currency which can be used for countless goods and services; and offer the latest cutting-edge customer functions. These include: users creating their own channel; and OONAbot, the AI genie in the app who personalizes content, and arranges personalised ads which can help consumers save time and money. What could be better?

References

[1]. McDonald, Andy (2019). “Ampere Analysis predicts likely uptake of Disney+.” Videonet.

https://www.v-net.tv/2019/06/06/ampere-analysis-predicts-uptake-of-disney/ Accessed 20 June, 2019.

[2]. Zeitchik, Steven & Timberg, Craig (2019). “How the dream of cheap streaming television became a pricey, complicated mess.” Washington Post.

https://www.washingtonpost.com/business/2019/04/13/how-dream-cheap-streaming-television-became-pricey-complicated-mess/?noredirect=on-&utm_term=.7ad72c2b3aa4 Accessed 20 June, 2019.

[3]. Adalian, Josif (2019). “Disney Just Announced a Lot of New Details About Its Streaming Service, Including a Name.” New York Vulture. https://www.vulture.com/2018/11/disney-announces-streaming-service-name.html Accessed 20 June, 2019.