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Through a segmentation we uncovered four family viewing segments that unpack the common threads of why families stream—and what these streaming experiences uniquely fulfill for them.
Active
Enrichers
Viewers who prioritize their quality of life, quality time, in addition to their health and wellness. They’re also more likely to stream educational content with the hopes of learning something new.
(See Streamin’ It New School Trend)
Eclectic
Connectors
This audience looks to connect with communities and diverse cultures. They value content that fuels meaningful discussion and are most likely to watch programs within a family construct.
(See Connect Four Trend)
Selfie
Escapists
This younger demographic, often times couples, see their favorite streaming shows as a form of escape, tuning in to nostalgic film or series content that lets them live vicariously.
(See The Decision Tree & TV Together Trend)
Ritual
Relaxers
Classic content viewers who like to kick back, relax and watch reality TV or sports. They’re also most likely to prefer ritual viewing with their family.
(See TV Together Trend)
These Generation Stream family audience segments are available via Disney Select.
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Source: Culture Co-op and Disney Advertising, April 2023