Disney Plus Situation Analysis

Part of the Research Collection

Introduction:

With this project, I worked with a group of four of my peers to gain insights into the streaming service industry, with a specific focus on Disney+ and its target audience. The purpose of this research was to gather valuable information that would inform our integrated marketing campaign and help us persuade college students aged 18-24 to subscribe to Disney+.

- Projects Contents -

Discover the full story behind our successful campaign by clicking the link below to view the campaign presentation.

Research Statistics

6.7k

2:09

15%

18.5k

Visitors

Avg. time online

Financial growth

Engagements

My Work:

To begin, we conducted an industry overview to gain a comprehensive understanding of the streaming landscape. This involved examining the market size, trends, and key players in the industry. We delved into the competitive landscape through a thorough competitor analysis, evaluating the strengths and weaknesses of other streaming services to identify areas where Disney+ could differentiate itself and gain a competitive edge.

Understanding our target audience was paramount, so we conducted a detailed consumer analysis. This involved exploring the perceptions, preferences, and behaviors of college students aged 18-24 towards streaming services. We sought to uncover their motivations, expectations, and challenges when it comes to subscribing to streaming platforms. By gaining deep insights into their preferences and behaviors, we aimed to tailor our campaign to resonate with this specific demographic.

A SWOT analysis was also conducted to evaluate Disney+'s internal strengths and weaknesses, as well as external opportunities and threats. This analysis allowed us to identify the unique selling points of Disney+ and determine areas where it could further enhance its offerings or mitigate potential challenges.

With our research findings in hand, we developed a compelling story to present to the strategy team and the client. We carefully crafted our research plan and organized our insights to effectively communicate the perceptions, preferences, and decision-making processes of our target market. Our aim was to provide a clear picture of the viability of targeting Gen Z with Disney+ content versus leveraging Hulu for more young adult-oriented content.

Throughout the research process, we were keen on telling a story that would captivate our audience and convey the importance of our findings. We focused on presenting insights into the target market's purchasing behavior, their awareness and perception of Disney+ and its competitors, as well as the potential barriers and motivations for subscribing to streaming services.

While it was not within our scope to provide strategy recommendations or tactics, our research and storytelling aimed to inform the client's decision-making process. We presented a well-rounded understanding of the target market and their relationship with streaming services, ultimately providing a recommendation regarding the identification of the target market and offering valuable insights that would guide the client's future marketing efforts.

By combining our research, storytelling skills, and a deep understanding of the streaming industry and target audience, we provided the client with a comprehensive overview of the market, competitive landscape, and consumer behavior. Our research not only informed the integrated marketing campaign but also empowered the client to make informed decisions about their streaming strategy and maximize their reach and appeal among college students aged 18-24.

Fin.

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