Disney Plus Final Book

Part of the Research Collection

Introduction:

For this project, I worked with a group of seven of my peers to conduct extensive research on the streaming service Disney+ in order to provide valuable insights and recommendations for their marketing strategy. The research was divided into three parts: an executive summary, qualitative research, and quantitative research, all aimed at understanding the target audience, their preferences, and their behaviors.

- Projects Contents -

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Research Statistics

6.7k

10

15%

18.5k

Visitors

Quantitative interviews conducted

Financial growth

Engagements

My Work:

For the qualitative research, we conducted 10 in-depth interviews with members of the target audience, specifically 18 to 24-year-old college students who subscribe to Disney+ and other streaming platforms. Through these interviews, we gained valuable insights. Firstly, interviewees found Disney+ content to be geared towards a younger audience and less diverse compared to other streaming platforms. It was also observed that social media plays a significant role in grabbing the attention of this age group, and they enjoy discussing the content they watch. Furthermore, members of the target audience often rewatch shows and movies, particularly those from their childhood, as it provides them with a sense of comfort and nostalgia. Additionally, many participants mentioned splitting the cost of streaming services with friends or using their family's account instead of purchasing their own subscription.

The quantitative research involved surveying a large number of participants from the target audience. The findings revealed that members of the target audience are willing to subscribe to a platform at any given time, but if they do not find content of interest, they tend to unsubscribe. In terms of cost, the maximum price that members of the target audience are willing to spend on a singular streaming platform is $15. Netflix emerged as the most favored platform among participants. Comedy was identified as the most popular genre for both males and females in the target audience. Lastly, previous viewership of a show emerged as the primary reason for starting a similar show or subsequent seasons.

Based on the research findings, recommendations were made to enhance Disney+'s marketing strategy. These recommendations included advertising the variety of content available in their catalog, highlighting the large quantity of throwback content that evokes nostalgia, and capitalizing on exclusive and premium content. It was also suggested that Disney+ create interactive TV series or other engaging content within their platform and integrate social capabilities to facilitate sharing and communication between subscribers.

By combining the insights obtained from both qualitative and quantitative research, we provided Disney+ with actionable recommendations to improve their marketing efforts. The findings will enable Disney+ to effectively target the preferences and behaviors of the 18 to 24-year-old demographic, ultimately enhancing their subscriber base and overall success in the streaming industry.

Fin.

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