Why it is important to investigate audiences: Disney+ case
Disney surpasses Netflix in number of subscribers. We already said it recently: Disney + was approaching Netflix in number of subscribers. Netflix has lost great popularity and many of its users (and some ex-users) believe that the platform, which was number 1 for a long time, was left convincing and pleasing a very limited segment of its audience.
Leaving aside an unattended market that other platforms have been able to take advantage of, including Disney+, the world’s largest streaming company with 221.1 million subscribers , surpassing Netflix’s 220.7 million subscribers, by July 2022.
But how are these Disney+ subscribers distributed?
- Disney+ with 152.1 million subscribers.
- Hulu with 46.2 million subscribers.
- ESPN with 22.8 million subscribers.
What is this Disney milestone for?
The truth, to various situations.
For example, Netflix lost almost a million subscribers during the second quarter of 2022. Between the economic crisis, layoffs, and its decision to charge extra fees for key sharing, the impact was direct.
For its part, Disney+ gained more subscribers than expected in the last quarter.
And this is where the importance of researching audiences comes in. Much of the rise of Disney+ and its positioning is that it served an audience that didn’t really get attention from any of these streaming platforms: sports fans.
This is coupled with their focus on growing subscribers outside of the US and in large markets like India .
What does the future of Disney+ look like?
When companies reach “the top”, it is not time to stop, you must continue generating actions that keep you there or help you continue to grow. That is why Disney+ is already working on its next actions; I tell you what they will be:
- They will increase the cost of their premium plan: for which they will have to further increase their benefits and the focus of them.
- New subscription with ads: will it be profitable? We will see it in the coming months. What is certain is that it will be of benefit to them, allowing them to improve their other lines of income.
What does this information tell us in terms of strategy?
I have always told them: we did not arrive first, but when we arrive it is to stay. The same goes for Disney+.
Perhaps many thought that “they were late.” But no, they were studying the market and preparing to become the best in the market.
Managing to catch not only one, but several audiences:
- Nostalgic for children’s movies.
- Fathers and mothers looking for content for their children.
- Superhero lovers.
- Sports fans.
- Followers of reality shows, game shows and talk shows.
Diversifying the Disney+ brand according to the audiences they wanted to reach (Disney+, ESPN+ and Hulu), allowed them to be in the top of mind in each segment and thus position themselves on the platform that had remained at the top for a long time: Netflix .
In addition, understanding the global economic situation, it offers new options that allow its subscribers to continue within the platform.
And speaking of diversifying the market and audience, did you know that Walmart also thinks about streaming?
But isn’t Walmart a physical goods store? Yes it is. And do you have streaming among your plans? Also.
You have heard the phrase “together we are more”, Walmart and Paramount confirm that it is true and especially when it comes to business. Neither will change their industry, but both will benefit, reaching new audiences and reaching a market that they could not reach individually on their own.
How will this alliance work? Walmart Plus members will be able to access all Paramount Plus content at no extra cost. This is what I like to call a WIN-WIN-WIN strategy.
What is Walmart looking for with this alliance?
It is clear: to compete with Amazon, which has Amazon Prime, the most logical thing was to also offer video content for its subscribers, and if they could not do it on their own, they found a way to do it.
Many times it is about working with more intelligence, not carrying more effort. Like the one that involves creating your own streaming platform from scratch.
How Walmart Plus works
Getting a membership for physical products is challenging, to say the least. But it is not just about providing “the extra mile”, it is about going further: knowing your competition and their weaknesses, focusing on the needs that they do not meet and taking advantage of them to provide the best experience.
This is what Walmart offers for its customers subscribed to Walmart Plus:
Free unlimited shipping from USD 35.
Early access to offers and promotions.
Discounts at allied service stations.
Unlimited grocery delivery service.
Scan and go service.
Why do these memberships work?
A common goal: to facilitate the daily life of its consumers.
In a world where no one has time, people go against the clock, and seek ease at its best, having a service that brings what you need to your doorstep is well worth it.
So if you are thinking about designing a membership for your business, the first thing you should think about is to research your audience very well, what they need, how you can add more value and, if necessary, who you can ally with and have a win-win relationship.
Developing Relevant Content
When you’re creating content for a business, it’s important to keep your target audience in mind. What you create needs to be relevant to them, or you’ll lose their attention.
Disney+ is a great example of this. When it first launched, a lot of people were excited about it. But as time went on, people began to lose interest. The reason? Disney+ didn’t focus on the right audience.
They created content that was relevant to their existing audience—people who loved Disney movies and TV shows. But they didn’t create content that was relevant to the wider market.
This is something investigators need to take into account when creating content for their businesses. You need to make sure that your target audience is at the forefront of your mind when you’re creating it.
Understanding Audiences’ Preferences
It’s important for investigators to take a closer look at Disney+, and their audience preferences, before coming to any conclusions about the streaming service.
Disney+ is a new player in the streaming market, and it’s still unclear how they will stack up against the likes of Netflix and Hulu. But one thing is for sure: Disney knows how to appeal to audiences. Their track record of creating blockbusters, from Snow White to Frozen, is unmatched.
So what can investigators learn from Disney+’s success? First, it’s essential to understand your target audience. What are their interests? What do they want from a streaming service? Disney+ has nailed this by catering to families and children.
Second, create content that appeals to your audience’s emotions. People are more likely to remember and enjoy content that makes them feel good. Disney+ has mastered this with its mix of feel-good movies and shows.
By taking these lessons into account, investigators can create a more accurate picture of Disney+, and how it will fare in the streaming market.
Consumer Insights to Anticipate Audiences’ Decisions
Investigators cannot make assumptions about why audiences would want to watch a particular show or movie. Instead, they must take a closer look at consumer insights to anticipate audiences’ decisions.
Disney+ offers a variety of content that appeals to a wide range of viewers. For example, Disney+ offers Marvel Studios’ blockbuster film lineup, which appeals to viewers who are interested in action movies. In addition, Disney+ has family-friendly content such as “The Mandalorian,” which appeals to viewers who are looking for family-friendly programming.
Investigators need to consider all of the different types of content that are available on Disney+ in order to understand why audiences would want to subscribe to the service. By understanding the wide range of content that is available on Disney+, investigators can provide insights that will help the company make better decisions about its programming strategy.
Incorporating Data in Disney+ Strategies
As mentioned earlier, data is a critical part of understanding audiences. And when it comes to Disney+, there’s a lot of data to investigate.
To start, we can take a look at the platform’s monthly active users (MAUs). According to The Walt Disney Company’s most recent earnings report, Disney+ had 86.8 million MAUs as of December 2, 2020. This number is up from the 60.5 million reported in September 2020 and the 28.6 million reported in June 2020.
What does this data tell us? For one, it shows that Disney+ is growing at a rapid pace. But more importantly, it gives us an idea of the size and demographics of the platform’s audience.
According to The Walt Disney Company’s 2020 Investor Day presentation, 66% of Disney+ users are male and 34% are female. The platform also has a fairly even split between users ages 18-49 (39%) and users 50+ (61%).
This data is valuable because it helps investigators understand who is using Disney+ and why. It also provides insights that can be used to develop strategies for reaching and engaging these audiences.
Conclusion
The recent launch of Disney+ has brought renewed interest in the role of streaming services in relation to the traditional television broadcasting industry. Investigators must take a closer look at Disney+ and the way it is impacting audiences. In order to understand Disney+ and the way it is changing the media landscape, investigators need to consider a number of factors, including the following:
The range of content offered by Disney+
The way Disney+ is marketed
The price of Disney+
The way Disney+ is impacting traditional broadcasters
