Awareness of Disney's streaming package in the U.S. 2019

Share of adults who have heard about the Disney streaming bundle in the United States as of September 2019, by generation

by Amy Watson, last edited Sep 26, 2019
Awareness of Disney's streaming package in the U.S. 2019 Data from a September 2019 survey showed that 43 percent of all participating U.S. adults had not heard anything about Disney's new streaming bundle at all. The media has been awash with reports about The Walt Disney Company's new streaming service Disney+ for months, and the announcement of the bundle which will feature Disney+ itself as well as Hulu and ESPN+ generated serious amounts of online buzz (partly because the bundle is so reasonably priced). However, awareness at ground level seems to be lower than anticipated - a potential concern given that Disney will soon be looking to amass as many subscribers as possible.

Who is the most interested in Disney's streaming bundle?

Albeit by a small margin, Millennials were more aware of Disney's upcoming streaming bundle than other generations. Whilst 44 percent of Generation Z said that they had seen, read, or heard very little about the new package, for Millennials this figure was just 35 percent. Millennials were more likely than adults in all other age groups to say that they had heard some or a lot of news about the bundle, indicating that adults aged 23 to 38 years are generally more engaged with video streaming news than their slightly younger or older counterparts.

Millennials are known for their voracious digital media consumption, but video content is particularly popular, and adults in this generation especially enjoy co-viewing video content with others on their favorite streaming services. Despite the data showing that Disney's new service resonates more with Millennials than other generations though, the combination of Hulu's more adult content, the sports shows and news from ESPN+, and the extensive catalog of Disney movies and shows available on Disney+ is likely to appeal to video lovers of all ages.
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Share of adults who have heard about the Disney streaming bundle in the United States as of September 2019, by generation

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