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Should Netflix Worry About Losing Disney?

Should Netflix Worry About Losing Disney?

Emily Laffey

Aug 10, 2017

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.

Our research work with iModerate over the past several years has developed into a true partnership. Their unique fusion of both qualitative and quantitative methodologies in a single study has offered new insights into key topics and markets of interest for our organization, which in turn, we are able to quickly turn into action steps. They are flexible, responsive, and extremely engaged in the entire project process, from conception and design to final data processing and delivery. They have even gone above and beyond by volunteering their time, resources, and expertise to assist with a special target market project on women. iModerate has their finger on the pulse of the research industry and consistently provides creative suggestions and solutions to enhance our current work. This ultimately allows us to provide our leadership with the strategic insights and opportunities that helps us to advance the common good.

Kristin Thomsen, Manager, Market Research, United Way Worldwide