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DISNEY+, THE MILLENNIALS AND GEN Z SVOD POWERHOUSE WEEK #47 ∙ DECEMBER 2020
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DISNEY+, THE MILLENNIALS AND GEN Z SVOD POWERHOUSE #WEEK 47 ∙ DECEMBER 2020
DISNEY+ SUBSCRIBERS DURING ITS FIRST YEAR
Disney+ had racked up 73.7 million consumers since its launch on November 12th, 2019. The ESPN+ service ended the Q3 with 10.3 million subs, almost seven million more than a year ago. The Hulu OTT service also grew robustly over the year, 28%, to 36.6 million subs.
Worldwide paid subscribers and availability of Disney + 80m
73m
70m 60m 50m 40m 30m
DISNEY+ YEARLY PROJECTED GROWTH IN THE SVOD MARKET
20m 10m 0m
Millions, % change, and % of OTT service viewers Nov 2019
Dec
Jan 2020
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Disney+ viewers
% change
% of over-the-top video services viewers
Source: The Walt Disney Company
123.4 98.5
110.5
84.9 72.4
Usage frequency of Disney+ is higher among members of Gen Z and Millennials, and has remained consistent, throughout the COVID-19 pandemic. Since early March, on average 44% of Gen Z said they use Disney+ at least once a week, as did 42% of Millennials.
32.1%
2020
Generation Z Millennials Generation X
Share of adults who said they use Disney+ at least once a week
Baby boomers
MARCH 11 Start of COVID-19 pandemic
60%
42.5%
17.2%
16.1%
2021
2022
52.0%
47.2%
12.2%
11.6%
2023
2024
Source: eMarketer
MILLENNIALS AND GEN Z, THE MOST LOYAL DISNEY+ USERS 70%
37.2%
MILLENIALS PARENTS, ANOTHER HUGE DISNEY+ TARGET Average share of adults who said they use Disney+ at least once a week
50% 40% 30%
49%
20% 10% 0%
06 13 20 27 03 10 17 24 02 09 16 23 30 06 13 20 27 04 11
2020
Jan
Feb
Mar
Apr
18 25 01 08 15 22 29 06 13 20 27 03 10 17 24 31 07 14 21 28 05 12 19 26
May
Jun
Jul
Aug
Sep
Oct
Source: Morning Consult Brand Intelligence
33%
DISNEY+ VS APPLE TV+ CONSUMPTION IN 2020 Share of adults who said they use Disney+ and Apple TV+ at least once a week Disney+ 50%
Apple TV+ MARCH 11 Start of COVID-19 pandemic
40% 30% 20% 10%
Millennial parents
0%
06 13 20 27 03 10 17 24 02 09 16 23 30 06 13 20 27 04 11
2020
Jan
Feb
Mar
Apr
Source: Morning Consult Brand Intelligence
Millennial without children
18 25 01 08 15 22 29 06 13 20 27 03 10 17 24 31 07 14 21 28 05 12 19 26 02
May
Jun
Jul
Aug
Sep
Oct
Source: Morning Consult Brand Intelligence