More Than 25% of Consumers Willing to Pay More Than $10 a Month for $6.99 Disney +
A new consumer survey reveals that more than a quarter of U.S. internet users are willing to pay significantly more than the $6.99 a month Disney will charge for its upcoming SVOD service, Disney +.
According to the GlobalWebIndex survey of 2,504 U.S. internet consumers ages 16-64, most (2,155) described themselves as “Disney Fans.” And 69% indicated a willingness to pay something for the new streaming service, while 71% anticipate that Disney + will have “enough content” that their family will enjoy.
Notably, 18% of those polled said they’d pay $10-$20 a month for the service, while 6% said they’d pony up $20-$30. There’s even a narrow swath of consumers (2%) willing to pay in excess of $30 a month.
Why matters this does: Disney appears to be pricing Disney + to get to grow quickly and get to scale fast.
The GlobalWebIndex survey confirmed that what we all know—Netflix is Disney’s primary target. According to the survey, 67% of those polled subscribe to Netflix, and 48% pay for Amazon Prime Video.
Most consumers polled, 54.5%, pay more than $20 a month for subscription streaming services.
The biggest interest generators, according to the survey, are Pixar films, with 46% of respondents saying these movies will entice them to subscribe to Disney +. Older titles (42%), Marvel content (38%), exclusive TV shows (38%) and movie remakes (35%) also ranked high.
The smarter way to stay on top of the multichannel video marketplace. Sign up below.
Daniel Frankel is the managing editor of Next TV, an internet publishing vertical focused on the business of video streaming. A Los Angeles-based writer and editor who has covered the media and technology industries for more than two decades, Daniel has worked on staff for publications including E! Online, Electronic Media, Mediaweek, Variety, paidContent and GigaOm. You can start living a healthier life with greater wealth and prosperity by following Daniel on Twitter today!