Survey Report

To better understand attitudes toward the Disney+ streaming service and content, the Disney+
Public Relations team conducted a simple survey to discover what respondents’ streaming
service preferences were, if they planned to purchase Disney+ and what they are expecting
from the streaming service.

Methodology

The Public Relations team used Qualtrics, a platform that created and analyzes surveys, to
conduct this research. The survey consisted of 13 questions and was released Nov. 5, 2019. It
was distributed across various social media platforms such as Facebook and Instagram, plus
word of mouth, to better reach Disney+’s key targets. The survey accumulated 293 responses.

Survey Results

This survey was conducted to answer the questions: “What are the key targets streaming
service preferences?” and “What are the key targets expectations regarding their Disney+
subscription?”

To the surprise of the PR team, the majority of survey takers were between the ages of 50 and
59 (about 45%), with those between
the ages 40 and 49 (about 28%) in
the second largest category. About
90% of the respondents were
female.

The survey revealed that about 66%

of respondents were not planning
on buying a Disney+ subscription.
Nineteen percent are still
undecided, and only 14% are
planning to purchase a Disney+
subscription.
A majority of respondents do use another streaming service, with Netflix being the most
preferred (about 52%) and about 20% don’t prefer just one streaming service.

Next, the team wanted to understand what people are expecting from their Disney+
subscription. When
asked if they are
interested in new or
old Dinsey content,
the majority (about
40%) said that they
were looking forward
to both new and old
content.

Participants were
also asked if there was any Disney+ content they were interested in and about 51% said maybe
with 26% saying definitely yes. Content that gained interest included Disney movies, Marvel
content, new and original Disney+ content, Star Wars content and more. What surprised the PR
team is that 19 participants responded with not knowing what the streaming service content
entailed.

Other outstanding factors included: when asked what people thought of when they thought of
Disney, a majority of responses included magic, happiness, Disney parks, and Mickey Mouse.
But there were also negative comments such as brainwashing and money. Also, about 24% of
respondents have not even heard about Disney+. This conveys that Disney is not reaching
everyone with their public relations campaigns.

Conclusion

Overall, the survey shows that streaming services are popular with the respondents, but a
majority are not planning on getting a Disney+ subscription. Participants who are interested in
Disney+ are expecting new and old Disney content, with interest in Marvel, Star Wars and
Disney movies. With 293 respondents and a majority of them being ages 50-59, the survey
cannot be generalized. The survey also does not go into detail about the technical side of
Disney+ such as format and password sharing. These limitations can be addressed in further
research.
Appendices
Primary Research Materials
Appendix A: Survey Questions and Results

● 96 responded with positive comments such as magic/magical, happy/happiness,

dreams, amazing, kids, family fun, and fantasy.
● 67 responded with responses related to Disney Parks.
● 62 responded with Mickey Mouse
● 41 responded with responses related to Disney movies.
● 18 responded with responses related to Disney princesses.
● 11 responded with negative comments such as expense, crowds, hate it, and
brainwashing.
● Five responded with responses related to Disney Channel shows.
● Four responded with responses related to a big corporation.
● Two responded with responses related to food.
● One responded with Goofy.
● One responded with Donald Duck.
● One responded with Emily.
Other responses included:
● 13 responded with responses related to news outlets.
● Nine repositioned with responses related to Disney in childhood.
● Five responded with responses related to Disney Parks.
● Four responded with responses related to Social Media.
● Three responded with responses related to Disney Employees.
● One responded with not sure.
● One responded with an email.
● One responded with movies.
Responses Included:
● 49 responded with responses related to Disney Movies.
● 23 responded with responses related to Marvel content.
● 19 responded with responses related to New, Original Disney+ Content.
● 19 responded with responses related to now knowing what the streaming service
content entailed.
● 18 responded with responses related to Star Wars content.
● 10 responded with responses related to Old Disney Shows.
● Seven responded with responses related to all of Disney+ content.
● Two responded with National Geographic content.
● One responded with Disney Princess content.
● One responded with Bully.
● One responded with Ant.