March 21, 2022
Disney+ subscribers are more amenable to ad-based content than the general population, according to Interpret data, making the company well-positioned as it plans to introduce a lower-priced, ad-supported subscription tier for its digital streaming video service.
Interpret’s VideoWatch data shows that 55% of Disney+ viewers are already consuming content on ad-supported services, compared with 44% of the general population.
“When Disney first entered the subscription OTT space, it redefined the benchmarks for success for a new streaming service,” Brett Sappington, VP at Interpret, said in a statement. “Prior to its entry, companies were pleased to exceed 1 or 2 million subscribers. When Disney was able to quickly capture millions of customers, they set a high bar for others to reach. The same could happen in the ad-supported streaming space as well. With its large current subscribership, a known content brand, and existing relationships with advertisers through its television business, Disney+ is well positioned for success with an ad-supported tier.”
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