Like Its Streaming Rivals, Disney+ Needs To Skew To A Broader Range Of Entertainment

While analysts have worried about the slowdown in Disney+ subscribers in recent periods, one research group believes there is also a concern about the perception of its “narrow” audience.

“Disney+ has failed to penetrate older consumers over the age of 50, who likely don’t have young kids at home and may not be Marvel/"Star Wars" fans,” says MoffettNathanson Research in a recent report. “[Disney-owned] Hulu has similarly under-performed in older households relative to both Netflix and Amazon Prime.”

Disney+ needs to expand from its “narrow fan boutique,” the researcher adds.

A fourth-quarter survey produced by HarrisX goes into further detail.

When asked what “paid services do you or someone in your household currently use to stream content,” just 28% is attributed to those between 50-55 years-old and 18% for those 55 years and older.

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By comparison, Netflix is at 69% for those 50-55 and 67% for those 55 and older. Amazon Prime Video is slightly lower at 55% for those 50-55 and 57% for those 55+. In addition, Hulu, posted lower results -- 37% for 50-55; 27% for 55+.

“In order to achieve those new higher penetration levels, we think Disney needs to both invest in more original scripted general entertainment content at Hulu and Disney+, while marketing Disney+ in a bundle to those older households.”

MoffettNathanson expects Disney+ subscribers to reach global 248 million subscribers by 2024.

1 comment about "Like Its Streaming Rivals, Disney+ Needs To Skew To A Broader Range Of Entertainment".
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  1. Ed Papazian from Media Dynamics Inc, January 19, 2022 at 5:19 p.m.

    Good one, Wayne. If anyone looks at the audience comp figures from Nielsen as well as other sources it leaps out at you that Disney+ is mainly for kids and, to a lesser extent, their parents. Since the percentage of homes in the U.S. with teens and kids under the age of 12-15 is quite small, this places Disney+ at a marked disadvantage where subscriber growth is concerned. Yet Disney+ controls plenty of fare in its various bundles as well as Hulu---much of it being ABC network, cable and local news content. But is this wealth of viewable content---viewable to people aged 40+ and 60+---- being heavily promoted by Disney+? From what I have heard, the answer is nope. Just check out what goodies Disney+ is touting to consumers and see what you think.

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