December 21, 2023
Stream Forward with Advertising on Disney+
by
Disney Advertising
On December 8th, 2022, Disney+ opened its doors to advertisers, unlocking a new way for brands and audiences to connect with Disney’s unrivaled storytelling and iconic franchises. Today, Disney+ reaches 5.2MM ad-supported subscribers, paired with a suite of enhanced advertising capabilities, and underpinned by Disney’s 15-year leadership in ad-supported streaming.
As we continue to elevate the streaming landscape with advertising on Disney+, let’s look back and stream forward to some of the biggest highlights surrounding Disney+ in 2023.
What We’ve Learned:
Exploring the Disney+ Audience
From library classics to franchise hits, new Originals and more, Disney+ has something for everyone. In 2023, the top four most streamed movies among Adults 18+ were on Disney+.
The adult Disney+ audience is versatile, cordless, and they enjoy streaming together.
Disney+ Audience Snapshot
(among ad-supported and ad-free subscribers)
37
Median Age
78%
Adults 18-49
For Adult Audiences 18+
$75K
Average HHI
61%
Co-View
66%
Cordless
Disney+ Content Performance Wins in 2023
Subscribers leaned into new Originals, Movies and Live Sports
14MM Views
For First
Episode
#2 Most
Viewed
Premiereand Finale
Most Viewed
Movie Premiere of 2023
Biggest
Live Event
Based on peak concurrency
When Disney+ subscribers stream new content, they find more to watch, and in turn, spend more time on the platform. In fact, we’ve seen a 35% increase in engagement from March – September 2023. Over the last year, this has opened more inventory and opportunities for advertisers to tap into this engaged audience.
Franchise Releases Drive Audience Engagement
and Ad Inventory
We surveyed Disney+ viewers* to understand their perceptions of ads on Disney+ and how they affect their streaming experience. Results showed that Disney+ viewers feel positively about ads. In fact…
89% of Disney+ viewers are willing to watch ads for a show they like
Hulu on Disney+: Better Together
Now in Beta
With the addition of Hulu on Disney+, advertisers can unlock even more premium content at scale. According to a recent study by Ampere:
Read more about the Hulu on Disney+ beta launch in this recent interview with Joe Earley, Disney Entertainment’s President of Direct-to-Consumer.
What We’ve Launched:
Expanded Capabilities with Advertisers in Mind
We are focused on the future of Disney+, ensuring that it reflects a positive experience for audiences and advertisers alike. As of October 2023, 54% of new subscribers chose the ad-supported tier.
Here are new ways advertisers can unlock the magic of Disney+ today:
Programmatic
Biddable Inventory
Providing more choice and control for your buys
Enhanced Audience Opportunities
Demo, Geo, Disney Select and Advertiser Data via Disney Clean Room
New Solutions
Content-driven sponsorship opportunities to drive brand impact
What’s Next for the Disney+ Ad Tier:
Full Stream Ahead
At Disney, we are continuously building and creating more opportunities for advertisers to connect with our passionate audience on Disney+. As we look forward to 2024, advertisers can expect to see:
Enhanced Measurement and Advertising Capabilities
- Additional Attribution and Brand Effectiveness Solutions
- Disney+ inventory coming to Disney’s Self-Service offering in 2024
Actionable Audience Insights Powered by Generation Stream
- In the third wave of this proprietary study, Generation Stream: Family Edition, explores the intersection of streaming and family dynamics, and how advertisers can integrate into this shared experience—addressable audience segments coming soon!
Expanded Storytelling Opportunities for Your Brand
- Disney+ AVOD expanding globally through 2024
- Hulu content available on Disney+ for Disney Bundle subscribers (now in beta, full launch this March 2024)
New franchise hits to connect with all kinds of streamers
Now Streaming
January 9
Coming in 2024
On January 10th, 2024, we will share more updates surrounding the Disney+ ad tier and beyond, at our fourth annual Tech and Data Showcase, live from CES in Las Vegas. Reach out to your Disney Advertising representative to learn more.