Disney+ Sees Sharply Rising Purchase Intent, Other Streamers Virtually Flat

Disney+ continues to see rising consumer intent to purchase the service against flat intent for other premium streaming services -- Netflix, Amazon, Hulu, Apple TV+ and the forthcoming HBO.

The research, from Morning Consult’s Brand Intelligence, found that when it comes it comes to streaming buying decisions, adults said they were “absolutely certain, very likely or about 50/50 they will purchase.”

From mid-September 2019 to mid-January 2020, Disney TV+ witnesses a major rise in consumer purchase intent -- at 57% in mid-January, up from 30% in September.

Disney+ launched on Nov. 12, 2019.

Apple TV+, which launched Nov. 1, 2019, was at a 30% level in January, virtually the same as the 25% number in last September. HBO Max, to launch later this year, is now at 30% (26% in September).

Among existing streaming platforms, consumer purchase intent remained virtually the same from mid-September through mid-January -- even as Disney+ and Apple TV + launched.



Netflix continues to gain top consumer purchase interest -- 75% in January (78% in September). Hulu and Amazon were both at around 57% in January (Hulu at 56% and Amazon, 64% in September 2019)

Research here was based on between 23,995 and 218,431 surveys per brand fielded between December 2017 and January 2020, with an average of over 5,000 surveys per brand per month.

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