| Category | |
|---|---|
| Awareness | 92.0% |
| Popularity | 46.0% |
| Usage | 44.0% |
| Loyalty | 37.0% |
| Buzz | 35.0% |
Video-on-Demand brands
Disney+ brand profile in the U.S.
Disney+ reaches impressive values in all our brand KPIs among U.S. Video-on-Demand users across all generations. To name just one example: Almost 50 percent of Gen Z VoD users had noticed Disney+ on (social) media or in advertising in the past 3 months before the survey.
Disney+ is a streaming service that officially launched in November 2019. Being part of Disney gave the platform the opportunity to become one of the most used video streaming platforms with about 160 million Disney+ subscribers worldwide.
In case you were looking for information on the Disney company and not the Disney+ brand, try the Walt Disney company profile at ÌÇÐÄÆƽâ°æ Company ÌÇÐÄÆƽâ°æ.
Brand KPI profile
Is it nostalgia or is it more?
One possible explanation for the exceptionally high brand awareness of Disney+ among U.S. Video-on-Demand users might be the nostalgia factor associated with growing up watching Disney movies. However, the fact that both popularity and usage shares are coming close to 50 percent suggests that the appeal of the platform goes beyond mere sentimentality.
Generations
Disney+ caters to all generations, but to Gen-Z the most
Disney+ is a streaming service that appeals to all generations, but it’s particularly popular among Gen Z. Although Disney+ has the highest brand awareness among Baby Boomers, they falls a bit short when it comes to brand popularity and usage. However, when it comes to Gen Z VoD users, Disney+ has both the highest brand popularity (54 %) and brand usage (50 %) among this generation. Additionally, Gen Z has noticed Disney+ the most in media or advertising, resulting in the highest buzz KPI for the brand.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 92.0% | 91.0% | 93.0% | 92.0% | 95.0% |
| Popularity | 46.0% | 54.0% | 52.0% | 38.0% | 32.0% |
| Usage | 44.0% | 50.0% | 48.0% | 38.0% | 33.0% |
| Loyalty | 37.0% | 41.0% | 41.0% | 32.0% | 24.0% |
| Buzz | 35.0% | 40.0% | 39.0% | 28.0% | 29.0% |
Life values
Success is slightly more important to Disney+ users than to non-users
A happy relationship, an honest and respectful life, and being successful are the most important things in life for Disney+ users. To non-users, on the other hand, making their own decision plays a more significant role compared to users of the VoD brand.
Published July 11, 2023.
| Category | Total | Disney+ user | Non-user |
|---|---|---|---|
| A happy relationship | 48.0% | 54.0% | 45.0% |
| An honest and respectable life | 45.0% | 43.0% | 46.0% |
| To be successful | 41.0% | 42.0% | 40.0% |
| Safety and security | 39.0% | 38.0% | 39.0% |
| Having a good time | 33.0% | 33.0% | 33.0% |
| Making my own decisions | 30.0% | 25.0% | 32.0% |
| Learning new things | 27.0% | 28.0% | 26.0% |
| Advancing my career | 14.0% | 16.0% | 13.0% |
| Traditions | 12.0% | 9.0% | 14.0% |
| Social justice | 12.0% | 12.0% | 12.0% |
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