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50 Percent of US Households With Children Under 10 Already Have Disney Plus, Study Finds

Stephanie Sengwe

Disney+ has been a hit since it launched last November. According to a new study by Ampere Analysis, about 50 percent of households in the U.S. with children under 10 have already subscribed to the streaming service midway through the first quarter of 2020. In homes with kids 18 and under, 42 percent said they are Disney+ subscribers.

But the streaming service hasn’t been a hit with just children. According to the survey, Disney+ also garnered a loyal young adult audience, with 41 percent of 18- to 24 year-olds revealing they subscribed to the service. Marvel Studios and “The Mandalorian” were key in securing that audience, according to Variety.

Disney+’s stronghold in the streaming arena comes at a crucial time. Variety noted the company has suffered some “coronavirus-related revenue hits, including the shutdown of theme parks, delays of major theatrical releases like ‘Mulan,’ and ESPN struggling with the suspension or postponement of all major sports leagues’ seasons.”

“It will now be key for Disney to ensure it retains these customers with a mix of new Disney Plus originals and new release movie titles,” stated Minal Modha, consumer research lead at Ampere Analysis. “Furthermore, while there is still room for growth among both the two core demographic groups, it will be imperative for Disney Plus in the longer term to broaden out its content offering to appeal to a wider audience.”

Currently, Disney is gearing up for the European launch of Disney+ on March 24. The company has signed various distribution deals including one with Comcast-owned Sky, to bring the streaming service to Sky Q and Now TV in the UK and Ireland.

The media giant also signed another multi-year distribution deal with the Spanish telecom company, Telefónica, which will see Disney+ launch on Movistar when it debuts in the country.

Just yesterday, news came out that the streamer partnered with O2, making it the exclusive UK mobile network distributor.