SEÑAL NEWS | RESEARCH #47

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DISNEY+, THE MILLENNIALS AND GEN Z SVOD POWERHOUSE WEEK #47 ∙ DECEMBER 2020

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DISNEY+, THE MILLENNIALS AND GEN Z SVOD POWERHOUSE #WEEK 47 ∙ DECEMBER 2020

DISNEY+ SUBSCRIBERS DURING ITS FIRST YEAR

Disney+ had racked up 73.7 million consumers since its launch on November 12th, 2019. The ESPN+ service ended the Q3 with 10.3 million subs, almost seven million more than a year ago. The Hulu OTT service also grew robustly over the year, 28%, to 36.6 million subs.

Worldwide paid subscribers and availability of Disney + 80m

73m

70m 60m 50m 40m 30m

DISNEY+ YEARLY PROJECTED GROWTH IN THE SVOD MARKET

20m 10m 0m

Millions, % change, and % of OTT service viewers Nov 2019

Dec

Jan 2020

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Disney+ viewers

% change

% of over-the-top video services viewers

Source: The Walt Disney Company

123.4 98.5

110.5

84.9 72.4

Usage frequency of Disney+ is higher among members of Gen Z and Millennials, and has remained consistent, throughout the COVID-19 pandemic.

Since early March, on average 44% of Gen Z said they use Disney+ at least once a week, as did 42% of Millennials.

32.1%

2020

Generation Z Millennials Generation X

Share of adults who said they use Disney+ at least once a week

Baby boomers

MARCH 11 Start of COVID-19 pandemic

60%

42.5%

17.2%

16.1%

2021

2022

52.0%

47.2%

12.2%

11.6%

2023

2024

Source: eMarketer

MILLENNIALS AND GEN Z, THE MOST LOYAL DISNEY+ USERS 70%

37.2%

MILLENIALS PARENTS, ANOTHER HUGE DISNEY+ TARGET Average share of adults who said they use Disney+ at least once a week

50% 40% 30%

49%

20% 10% 0%

06 13 20 27 03 10 17 24 02 09 16 23 30 06 13 20 27 04 11

2020

Jan

Feb

Mar

Apr

18 25 01 08 15 22 29 06 13 20 27 03 10 17 24 31 07 14 21 28 05 12 19 26

May

Jun

Jul

Aug

Sep

Oct

Source: Morning Consult Brand Intelligence

33%

DISNEY+ VS APPLE TV+ CONSUMPTION IN 2020 Share of adults who said they use Disney+ and Apple TV+ at least once a week Disney+ 50%

Apple TV+ MARCH 11 Start of COVID-19 pandemic

40% 30% 20% 10%

Millennial parents

0%

06 13 20 27 03 10 17 24 02 09 16 23 30 06 13 20 27 04 11

2020

Jan

Feb

Mar

Apr

Source: Morning Consult Brand Intelligence

Millennial without children

18 25 01 08 15 22 29 06 13 20 27 03 10 17 24 31 07 14 21 28 05 12 19 26 02

May

Jun

Jul

Aug

Sep

Oct

Source: Morning Consult Brand Intelligence