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Should Netflix Worry About Losing Disney?

Should Netflix Worry About Losing Disney?

Sonya Turner

Aug 10, 2017

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We live in the age of digital streaming, so the news that Disney was cutting ties with Netflix was clearly ground breaking, especially for us here at iModerate. Instantly it sparked a multitude of questions regarding the livelihood of Netflix. Immediately we wondered what this meant for the average streaming customer. Should Netflix worry about losing Disney?

To gain insight on the ramifications this battle for streaming supremacy would trigger, the team decided to conduct a study. The questions focused on how the loss of Disney would influence the audience’s perceptions, feelings, and attitudes about Netflix, while also addressing how they thought about Disney as a viable option for a streaming service. We reached out to our nationwide panel, targeting households with and without children. In approximately four hours, we gathered 1,180 responses, and the answers became evident.

We discovered that Netflix had nothing to worry about. Our findings reported that the loss of Disney had an insignificant impact on consumers and would not cause them to consider canceling their accounts. Respondents reiterated their strong brand loyalty to Netflix, responding with not criticism, but praise for the company. The results also indicated consumers don’t view Disney streaming service as a competitor or option they’d be interested in.

To learn more about the study and findings, check out the full press release here.

Sonya Turner

Director, Insights

I love finding the story that exists inside every job we do, the thread that ties together.

By engaging an experienced firm such as iModerate, whose business is qualitative research, you get online delivery of depth interviews by experienced researchers – both during the interviews and for the analysis. iModerate does not simply understand our business questions, but they work to scope discussion guides to advance both the narrow business question and the larger context of the experience, helping us advance marketing and business objectives with their findings well beyond the immediate need.

Angela Knittle, Market Research Manager, Penske