When Thanos Snaps, a Mouse Will Roar

To add to this Disneyamp8217s announced intent to create a bundled package of Disney Hulu and ESPNamp160 Simply put their intent is and they stand a good chance of rewriting the entire television landscape and dominating entertainment and culture across all screens in a way that has not been seen since the original Studio Era of the early Hollywood daysThe Myers Report conducted a proprietary survey in conjunction with research company Element 54 and panel recruitment firm MaruBlueamp160 The online survey which was fielded 426 amp8211 428 generated 1515 respondentsamp160 Nearly half of these respondents 45 who would ever consider any subscription service are either very likely or somewhat likely to subscribe to the Disney service amp160This is a significant base for a service that has not been advertised to consumers whatsoever and indicates that demand will be strong at launch dateThirtynine percent of respondents indicated they are not likely to subscribe to Disney Reasons for not subscribing were driven by amp8216no interest in the contentamp8217 or amp8216no children at homeamp8217 49 selecting these reasons indicating perceptions around Disney as a product serving a young audience such as a family with young childrenamp160 We believe that once Disney is marketed to consumers and they understand the full breadth and depth of the content offerings not just for kids many of these reasons for not subscribing will be reducedPer the study only 22 said that the cost priced at 699month or 6999 annually is a factoramp160 That Disney set the price so low sent shock waves in the media and investment community as it was initially thought that the service would be priced near or above the Netflix Premium price of 1599monthamp160 All content on Disney will be streamed in 4K HDRWhile current popular culture may lead you to believe that Star Wars and the Avengers films would be the biggest draw for consumers the survey actually showed the intense lasting power of the beloved classics such as Cinderella Beauty and the Beast Aladdin The Lion King and many many others as the key driveramp160 Over 80 of survey respondents said that Disney classics are the top reason for subscribing However fans of the Avengers especially males see the Marvel Universe as a reason to subscribe to Disney 69 vs females at 51 ExcelsiorThirtyfive percent of respondents said that the announced originals High School Musical The Series The Mandalorian Star Wars Loki title TBD Falcon and the Winter Soldier Scarlet Witch and Vision and more was a real driveramp160 This is an encouraging base given consumers have not yet had a real look at these showsPerhaps the biggest question out there is amp8220How will this impact Netflixamp8221 which is getting slammed by Mjolniramp160Thoramp8217s hammer from all sides with not only the imminent loss of most Disney and Fox content but also the loss of TV series from Warner Bros and NBCUniversalamp160 Soon coming off of Netflix forever is the most streamed show on the service NBCamp8217s The Office amp160Additionally as confirmed by ATampampTamp8217s CEO Randall Stephenson last week WarnerMedia will be taking Friends and ER off as well to be exclusive on their directtoconsumer play launching in 2020amp160 Netflix previously paid Warner Bros prior to the ATT merger 100 million to stream Friends through 2019 indicating the importance of the show to their subscriber baseAccording to The Myers Report at this preliminary stage Netflix may lose a bit of their subscribers to Disney but it does not seem overly significant with only 22 saying that they view Disney as a replacement to a current TVmovieVOD subscription serviceamp160 This number skews slightly higher in the Northeast with 28 saying that they see it as a replacementamp160 However The Myers Report anticipates that when the pricing foramp160the bundled service of Disney Hulu and ESPN is announcedamp160which will likely be priced at or just slightly higher than Netflix the number of people that will see it as a replacement will jump significantly higheramp160 Given the mass appeal of Disneyamp8217s brand on a global basis the scale is there to make this a real threat to NetflixOther interesting insights from the surveyMen are far more likely to see Disney as a replacement for an existing subscription service than women 30 vs 12Pixar movies are more of a driving force to join the service for women than men 74 women vs 60 maleAs opposed to older demos who say that they would not join the service because they donamp8217t have children or inferred that their children are no longer in the home younger 1854 demosamp8217 satisfaction with their current subscription service and potential SVOD saturation are their biggest reasons for saying they would not subscribeIf you missed the original Disney Investor announcement we have condensed the 210page presentation down to the most pertinent 77 slides which you can download belowClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers amp160

REQUEST A FREE AD SALES MARKETING EFFECTIVENESS AUDIT

When Thanos Snaps, a Mouse Will Roar

Author

Publish date

Channel

Archived in

Read our important reports

Disney+ Investor announcement

Jeff Minsky

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

More Videos:

REQUEST A FREE AD SALES MARKETING EFFECTIVENESS AUDIT

When Thanos Snaps, a Mouse Will Roar

Read our important reports

Disney+ Investor announcement

Enjoying This Commentary? There's More to Love

Jeff Minsky

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

Cookies