A new consumer survey reveals that more than a quarter of U.S. internet users are willing to pay significantly more than the $6.99 a month Disney will charge for its upcoming SVOD service, Disney +.
According to the GlobalWebIndex survey of 2,504 U.S. internet consumers ages 16-64, most (2,155) described themselves as “Disney Fans.” And 69% indicated a willingness to pay something for the new streaming service, while 71% anticipate that Disney + will have “enough content” that their family will enjoy.
Notably, 18% of those polled said they’d pay $10-$20 a month for the service, while 6% said they’d pony up $20-$30. There’s even a narrow swath of consumers (2%) willing to pay in excess of $30 a month.
Why matters this does: Disney appears to be pricing Disney + to get to grow quickly and get to scale fast.
The GlobalWebIndex survey confirmed that what we all know—Netflix is Disney’s primary target. According to the survey, 67% of those polled subscribe to Netflix, and 48% pay for Amazon Prime Video.
Most consumers polled, 54.5%, pay more than $20 a month for subscription streaming services.
The biggest interest generators, according to the survey, are Pixar films, with 46% of respondents saying these movies will entice them to subscribe to Disney +. Older titles (42%), Marvel content (38%), exclusive TV shows (38%) and movie remakes (35%) also ranked high.