Disney+ has had the benefit of its parent company’s marketing muscle and massive fan base and that could translate into a lot of people signing up for the subscription service.
The UBS Evidence Lab has begun conducting monthly surveys of 1,000 U.S. consumers and the first one indicated that 43% of respondents are likely to subscribe to Disney+. The firm said the results compare to Disney’s guidance for 20 million to 30 million U.S. subs by 2024, or about 20% to 30% penetration of U.S. broadband households.
The study also asked about awareness for the service and found that 79% of respondents have heard of Disney+ and 63% are either very or somewhat aware of Disney+.
“For both awareness and subscription intent, results were more favorable among younger demos and males,” UBS wrote in a research note.
In what could be bad news for Disney+ competitors including incumbent leaders like Amazon Prime Video and Netflix, 57% of UBS survey respondents said they would cancel at least one of their current subscriptions if they get Disney+.
The results of the new UBS survey closely match results the firm got when it surveyed consumers about Disney+ back in April and May.
Disney+ is launching on Nov. 12 priced at $6.99 per month or at $12.99 per month for a bundle including ESPN+ and Hulu. The company said that the service will offer 4K Ultra HD video playback with support for Dolby Vision, HDR10 and Dolby Atmos audio on supported devices for available programming. Disney+ will also allow subscribers to concurrently stream video content on up to four registered devices. The service will also include unlimited downloads for offline viewing of films and series on up to 10 devices and Disney is not putting any limits on the number of times a title can be downloaded per year.
Disney+ will be available on Android and iOS devices, Apple TV, Android TV, Roku, Xbox One and Sony’s PlayStation 4, but won’t be available on Amazon Fire TV devices when it launches.