January 6th, 2023, Joshua Kennedy
Apple TV+ has announced that industry veteran Ricky Strauss will take over as head of marketing for the tech giant's streaming service. Strauss previously headed Disney+ as its first President of Content and Marketing from 2018 to January 2021. The Walt Disney company-owned OTT platform started operations in November 2019.
How did Disney+ fare during Strauss’s time as the head of the streaming service?
According to YouGov BrandIndex – which tracks consumer sentiment towards thousands of brands daily – Disney+, which launched in November 2019, saw its metrics improve during Strauss’s tenure at the company.
Disney+’s Index score – which measures average Impressions, Value, Quality, Reputation, Satisfaction, and Recommendation scores for the brand – increased from a net score of 16 in September 2019 to 25 by the time of Strauss’s departure in January 2021. The streaming service, which hosts the Marvel and Star Wars franchises, saw its Index score at around 17 in early January 2023.
The California-based company saw its Attention score – which represent the positive or negative buzz that respondents hear about the brand – go from a net score of 31 in September 2019 to a net score of 34 by the end of Strauss’s tenure in January 2021. It had peaked at 41 in December 2019, the month after the launch of the service. On January 5, 2023 Attention metric was around 29.
The streaming service’s Consideration score, which tracks consumer willingness to consider purchasing from the brand, also improved under Strauss. The Consideration score rose from a net score of 17 in September 2019 to a net score of 24 in January 2021. The brand’s consideration score at the end of the first week of January 2023 was around 21.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Disney+’s net Index score is based on the brand's average impressions, Value, Quality, Reputation, Satisfaction, and Recommendation scores. The scores are delivered as a net score between -100 and +100.
Disney+’s Attention score is based on the question: “Respondents hearing positive OR negative buzz about the brand.” The scores are delivered as a net score between -100 and +100.
The company’s Buzz score is based on the question: “Over the PAST TWO WEEKS, which of the following brands have you heard something POSITIVE about (whether in the news, through advertising, or talking to friends and family)? / Now which of the following have you heard something NEGATIVE about over the PAST TWO WEEKS?” The scores are delivered as a net score between -100 and +100.
The Consideration score is based on the question: “When you are in the market next to purchase or subscribe to services (like those provided by the brand previously mentioned), from which of the following would you consider buying?” The scores are delivered as a net score between -100 and +100.
Scores are based on an average daily sample size of 1898 US-based adults between 24 September 2019 and 31 January 2021. Figures are based on a 4-week moving average. Learn more about BrandIndex.
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