Interview

Report

Jamie Bornscheuer, a Disney+ PR consultant, conducted an interview about streaming services
and Disney+ with a 36-year-old mother of three. The interview questions gave the Disney+ PR
team insight on how a mother feels about Disney+ and buying multiple streaming services to
cater to a family with different tastes in movies and shows.

Methodology

Parents are target customers for Disney+, so their opinions on the industry and Disney+ are
important for improving the streaming service and marketing it. This is why the participant was
chosen.

Bornscheuer reached out to two other mothers for this interview and the participant chosen
was the first to agree. The other two mothers agreed after-the-fact.

The interview lasted about 35 minutes and questions touched on Netflix, Hulu, the streaming
industry as a whole and Disney+.

Interview Results

Through the interview, Bornscheuer concluded that being a leading streaming service is
important to potential customers, general information about Disney+ and bundling options isn’t
clear to all customers and parents may feel as though Disney+ doesn’t have much to offer them
as adults.

Further research would include a focus group with more parents to strengthen insights on the
topic and interviews from younger target customers.

Following are the responses from the participant that exemplify the conclusion. The full
interview transcription as well as additional information about the participant can be found in
Appendix A under Part 3: Appendices.

Key quotes from the interview:
1. Being a leading streaming service is important to potential customers.
a. Participant
i. “I want to be a part of the conversation when my friends start talking
about the latest Netflix show or movie that was just released on Hulu! I
like to watch what’s popular. It’s probably popular for a reason!”
ii. “I don’t really care for the other ones (other streaming services). Netflix
and Hulu do the job and I don’t have FOMO (fear of missing out) by not
getting the other ones.”
2. General information about Disney+ and bundling options isn’t clear to all customers.
a. Participant
i. “What!? I had no idea the bundle offer was a thing! That’s genius!”
ii. “I don’t know the exact amount per month, but I know it’s really cheap.”
3. Parents may feel as though Disney+ doesn’t have much to offer them as adults.
a. Participant
i. “Because of our kids I’m getting it. Because we’ll have it, I’ll use it, but if
my kids weren’t in the picture, I couldn’t justify buying another
subscription for something that is mostly children’s movies.”
ii. “I know I will enjoy watching the older stuff. I don’t know about the new
stuff though, like you definitely won’t catch me watching ‘Dog with a
Blog’ or something like that. I doubt my husband will care to watch
anything from Disney+ though. Maybe he’d (her husband) like the Marvel
and Star Wars stuff, but I think that would be it.”
iii. “My husband thinks it (Disney+) could be boring because it’s only Disney
stuff, but I don’t think that.”

Appendix A: Interview Transcription

Bornscheuer conducted an interview to gain insight on how parents may feel about the
streaming industry and Disney+. This interview allowed Bornscheuer to gain a better
understanding on how to promote and improve Disney+ upon its launch on November 12,
2019. Below is the description of the participant and the interview questions. On the following
pages is the transcription of the session.

The interview was held on Oct. 20, 2019 at 2:30 p.m.


Participant Description:

Participant: 36-year-old mother of three. Her children are seven, three and six months old. She
is a stay-at-home mother.


Interview Questions:

1. Do you currently have one or more streaming services?
2. What made you want to buy these streaming services?
3. Did you or do you have a problem with the price point of either of these streaming
services?
4. What do you like about Netflix and Hulu?
5. Did you know Netflix also releases weekly episodes of some of their shows?
6. Is there anything you don’t like about Netflix or Hulu?
7. How often do you and your family watch TV?
8. What things do your children usually watch?
9. Would you say you usually use Netflix more?
10. Have you ever wanted to purchase another streaming service, say like Amazon Prime?
11. Is popularity of the streaming service important to you?
12. Have you heard of Disney+?
13. How did you hear about it?
14. Do your kids watch a lot of Disney?
15. Have you or your kids heard of any upcoming Disney+ content that you’re excited for?
16. What made you want to buy Disney+?
17. Do you think you and your husband could benefit from Disney+ as well?
18. If it weren’t for your kids, would you be intrigued to buy a subscription for Disney+?
19. Do you know about the bundle offer?
20. Is that something that you could justify buying that will appeal more to you and your
husband?
21. Do you know how much the Disney+ subscription is?
22. Is price important to you when buying a streaming service?
23. Is there anything that discourages you about Disney+?
24. Why don’t you feel that Disney+ doesn’t need to have content other than Disney?
25. Has your family been fans of Disney for a long time?
26. Would you give up any of your streaming services for a Disney+ subscription?
27. Do you normally watch Netflix and Hulu on your TV?
28. Do you ever find it hard to navigate either Netflix or Hulu?


Moderator Introduction (Jamie Bornscheuer):

Hello, my name is Jamie Bornscheuer and I’m a team member of the Disney+ public relations
team.

I am representing Disney+, the new streaming service set to launch November 12, 2019. The
service will include new and old Disney content for $6.99 a month.

Before the launch, Disney+ wants to gather information from potential users to better
understand how people feel about streaming services and Disney to better market and update
the streaming service. For the questions asked during this survey, there are no right or wrong
answers and your opinions are what we are looking for.

This session will be recorded and you will only be identified by your first name. I will be listening
and taking notes during the interview for accuracy.

Thank you for agreeing to this interview. Your opinions and experiences are highly valued to our
team.

If there aren’t any questions, let us begin.


Transcription

Participant: My name is Britni, I’m 36 years old and I am a stay at home mom.

Moderator: Do you currently have one or more streaming services?

Participant: I have Netflix and Hulu.

Moderator: What made you want to buy these streaming services?

Participant: We (her husband and kids included) hardly watch regular TV anymore. It seems like

everything worth watching is on Netflix and Hulu. My husband and I have shows we watch

together and our kids have so many options to choose from on Netflix and Hulu. We probably

should cancel our cable now that I’m thinking about it. It would be much cheaper just to keep

Netflix and Hulu.

Moderator: Did you or do you have a problem with the price point of either of these streaming

services?

Participant: No, not really. We really make use of that $13 a month or whatever it is.

Moderator: What do you like about Netflix and Hulu?

Participant: I like that Netflix has a kid’s section because my seven-year-old doesn’t know how

to change profiles yet so I can let him browse kid-friendly shows without worrying about him

picking Chucky or something. I also like that Netflix does a lot of original shows. Most of the

time they’re pretty bad, but every so often you hit a gem. As for Hulu, I like the mix of weekly

episodes that are available and shows that have all the episodes there. I feel like it’s kind of a

streaming service, but also kind of like cable, if that makes sense.

Moderator: Yes, that makes sense. Did you know Netflix also releases weekly episodes of some

of their shows?

Participant: Oh, no. I didn’t know that.

Moderator: Not for many, but some. Is there anything you don’t like about Netflix or Hulu?

Participant: Nothing that really bothers me. I guess like I said before, a lot of Netflix original

shows are pretty bad, but we make do.

Moderator: How often do you and your family watch TV?

Participant: Well, my husband and I don’t have a lot of time with three kids. Whenever we have

free time or the kids are asleep, we want to be sleeping too! My kids on the other hand, watch

probably too much TV. As bad as that sounds, TV helps me distract them while I clean, make

food or need a minute to myself so I really appreciate TV.

Moderator: What things do your children usually watch?

Participant: My three-year-old loves “Boss Baby,” the movie and the TV show on Netflix. My

seven-year-old likes Talking Tom and Friends on Netflix, and usually goes for TV shows over

movies. My baby is a little too young to choose yet, but I’ll keep you posted there!

Moderator: Would you say you usually use Netflix more then?
Participant: Yeah, I would say so.

Moderator: Have you ever wanted to purchase another streaming service, say like Amazon

Prime?

Participant: I don’t really care for the other ones. Netflix and Hulu do the job and I don’t have

FOMO (fear of missing out) by not getting the other ones.

Moderator: Is popularity of the streaming service important to you?

Participant: Absolutely. I want to be a part of the conversation when my friends start talking

about the latest Netflix show or movie that was just released on Hulu! I like to watch what’s

popular. It’s probably popular for a reason!

Moderator: Have you heard of Disney+?

Participant: Oh yes! My kids are very excited about this.

Moderator: How did you hear about it?

Participant: Well most of my friends are moms and I think most of us are getting it for our kids.

I think it was my friend who told me about it.

Moderator: Do your kids watch a lot of Disney?

Participant: Definitely. Grayson (the seven-year-old) is obsessed with Disney movies.

Moderator: Have you or your kids heard of any upcoming Disney+ content that you’re excited

for?

Participant: I’m excited to watch all the old movies. I think Grayson said something about a Star

Wars thing or something. What’s it called?

Moderator: I think he may be referring to The Mandalorian. It’s a highly-anticipated Star Wars

show premiering on Disney+.

Participant: Yes, that’s it.

Moderator: So, I take it from what you’ve said that you are looking to buy a subscription for

Disney+. What made you want to buy another subscription?

Participant: It is getting kind of absurd, isn’t it? I mean how many streaming services there are.

I’m getting Disney+ for my kids because I know they’ll be so happy with that many great options

to watch.

Moderator: Do you think you and your husband could benefit from Disney+ as well?

Participant: I know I will enjoy watching the older stuff. I don’t know about the new stuff

though, like you definitely won’t catch me watching Dog with a Blog or something like that. I

doubt my husband will care to watch anything from Disney+ though. Maybe he’d like the

Marvel and Star Wars stuff, but I think that would be it.

Moderator: If it weren’t for your kids, would you be intrigued to buy a subscription for

Disney+?

Participant: Probably not. Because of our kids I’m getting it. Because we’ll have it, I’ll use it, but

if my kids weren’t in the picture, I couldn’t justify buying another subscription for something

that is mostly children’s movies.

Moderator: Do you know about the bundle offer?

Participant: No, what’s that?

Moderator: Disney+ can be bought in bundle with Hulu and ESPN+ for around the same price as

Netflix’s monthly plan.

Participant: What!? I had no idea the bundle offer was a thing! That’s genius!
Moderator: Is that something that you could justify buying that will appeal more to you and

your husband?

Participant: Oh yes, that’s way better! I’ll save money too!

Moderator: Do you know how much the Disney+ subscription is?

Participant: I don’t know the exact amount per month, but I know it’s really cheap.

Moderator: Is price important to you when buying a streaming service?

Participant: I feel a little snobbish saying no, but when I want it, I want it!

Moderator: Is there anything that discourages you about Disney+?

Participant: No, not particularly. My husband thinks it could be boring because it’s only Disney

stuff, but I don’t think that.

Moderator: How come?

Participant: I don’t know, I just think Disney movies are pretty supreme. If Disney wants to

come out with more movies, I bet they’d be awesome Disney movies. I don’t think it needs

outside movies or TV shows that aren’t part of the brand because the brand is superior alone.

Moderator: Well put! Has your family been fans of Disney for a long time?

Participant: Oh absolutely. My kids have never seen a Disney movie they didn’t like. Calvin (the

three-year-old) knows all the words to that “Mother Knows Best” song from Tangled and he

barely even speaks yet! That only made it official, we are Disney household!

Moderator: Would you give up any of your streaming services for a Disney+ subscription?

Participant: No way. I need Netflix and Hulu. I do think I’ll get that bundle though.

Moderator: Do you normally watch Netflix and Hulu on your TV?

Participant: Is there any other way?

Moderator: Yes, on lap tops, mobile phones, tablets, etc.

Participant: Oh! Yes, we usually watch on the TV, but maybe every once in a while, I’ll watch a

show on my lap top.

Moderator: Do you ever find it hard to navigate either Netflix or Hulu?

Participant: I have a much easier time with Netflix. I think because I’ve been using that the

longest. Sometimes Hulu’s lay out confuses me. I don’t know if it shows me all of the options

when I look through a category.

Moderator: Ok, I think that is all of the questions I have for you, thank you for participating in

this interview!

Participant: No problem at all!