AP-2019年传统电视、网络视频和流视频报告（英文）36页_2mb

Summary of the Document

Core Content

The document provides insights into the impact of Disney+ on the streaming market across the United States, the United Kingdom, Germany, Denmark, Sweden, Norway, and Finland. It outlines the awareness and subscription intentions for Disney+ and highlights the shifting media consumption habits in the region.

Main Points

• Disney+ Awareness and Subscription Intentions:

  • More than half of the US population has already heard about Disney+.
  • 43% of US respondents intend to subscribe to Disney+.
  • In several countries, including the UK, Germany, Sweden, and others, a significant portion of potential subscribers plan to cancel existing streaming services, with Netflix being the most frequently mentioned competitor.
  • In the US, Norway, and Finland, about 7%, 8%, and 8% respectively are expected to cancel existing services for Disney+.
  • Families with children are particularly likely to subscribe to Disney+.

• Impact on Competitors:

  • The launch of Disney+ is expected to have a high impact on Netflix, Amazon Prime, and HBO Nordic in various countries.
  • In the Nordics, HBO Nordic sees a significant user increase, while Netflix faces a decline in subscriptions in several markets.

• Media Usage Trends:

  • Traditional TV viewing is declining, while connected TV, online video, and streaming are on the rise.
  • In the US, a large number of people who do not watch traditional TV are using streaming services.
  • 15-25-year-olds are a key demographic for streaming, with varying percentages across the countries.

Key Information

• Subscription Intentions:

  • US: 43% intend to subscribe to Disney+.
  • UK: 26% intend to subscribe, with 37% planning to unsubscribe from existing services.
  • Germany: 33% intend to subscribe, and 41% plan to unsubscribe from one or more services.
  • Denmark: 21% intend to subscribe, with 55% planning to unsubscribe.
  • Sweden: 33% intend to subscribe, and 48% plan to unsubscribe.
  • Norway: 33% intend to subscribe, with 8% expected to unsubscribe.
  • Finland: 23% intend to subscribe, with 75% planning to unsubscribe from existing services.

• Unsubscribe Trends:

  • Netflix is the most likely service to be unsubscribed from in several countries, including the US, UK, Germany, Denmark, Sweden, and Norway.
  • In Finland, the impact on all major services is expected to be high.

• Streaming Growth:

  • Streaming and downloading services are increasing in popularity across all seven countries.
  • The shift from traditional TV to streaming is notable, especially among younger audiences.

Methodology

• The study is part of AudienceProject Insights 2019.
• Data is collected through online surveys.
• The survey includes over 1.5 million panelists from the Nordic countries, Germany, the UK, and the US.
• The Disney+ chapter is based on responses from over 6,000 respondents surveyed in Q4 2019.
• The media usage chapter is based on responses from over 16,000 respondents surveyed in Q3 2019.

About AudienceProject

• AudienceProject is a technology-based market research company based in Denmark, operating globally.
• It assists publishers, agencies, and advertisers in identifying, building, reaching, and measuring audiences.
• The company enables the collection and activation of audience data, allowing for unique data offerings and the demonstration of the value of omnichannel marketing.

Contact Information

• Editor: Rune Werlin, Chief Product Officer @ AudienceProject
• Email: rw@audienceproject.com
• Phone: +45 601 7776
• Text & Design: Martin Kokholm, mk@audienceproject.com, +45 256 132 19
• Contact: hello@audienceproject.com
• Website: www.audienceproject.com
• Twitter: @Audience_P
• Document Handle: apinsights2019

Conclusion

The document highlights the growing interest in Disney+ and the potential shift in consumer behavior towards this new service, particularly among families with children and younger audiences. It also underscores the challenges that Netflix and other streaming services may face in retaining their user base in the face of Disney+'s expansion.