December 16th, 2022, Lesley Simeon
Disney has launched an ad-supported option for its Disney+ streaming service. Currently available only in the US, the new tier will be introduced across other markets next year. Named ‘Disney+ Basic’, the tier is available for $7.99/month – which was the price subscribers paid for the ad-free subscription previously. The ad-free Disney+ Premium tier will now cost $10.99/month.
What do customers feel about watching ads on streaming platforms?
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics – 25% of Americans have either subscribed to or currently subscribe to Disney+. Netflix tops the list with 46% of the general population subscribing to the service. Amazon Prime Video (41%), Hulu (28%) and HBO Max (21%) wrap up the top five.
Disney isn’t the only brand introducing an ad-supported tier to its audiences. Earlier this year, Netflix too announced its ad-tier for $6.99/month in the US.
Data from Profiles shows that 61% of current Disney+ customers agree with the statement that it’s fair to have to watch ads in exchange for free content. At 58%, the corresponding number for the general US population isn’t vastly different. On the other hand, 24% of Disney+ customers and 27% of the general population disagrees that it’s fair to have to watch ads in exchange for free content.
While the ad-supported tier doesn’t offer Premium features like downloads or Dolby Atmos, it does offer high quality video, access to the entire content catalogue and option to simultaneously stream on up to four supported devices. With a notable percentage of its current audiences claiming to be okay with watching ads in exchange for free content, it will be interesting to see how Disney’s latest offer fares.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally and weighted by age, gender, education, region, and race. Learn more about Profiles.
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