A new report from UK market research firm Ampere Analysis has found that up to 50 percent of US internet users with children under 10 have subscribed to Disney’s streaming service, Deadline reports.
The report discovered that Disney+ has been “disproportionately successful in engaging core audiences in its home market” since its November 2019 launch. On Feb. 4, Disney announced that it already had 28 million subscribers, eclipsing initial projections.
The service is also popular with 18 to 24-year-olds. The report says that four in 10 (41 percent) of that age group are subscribers, largely due to the original series The Mandalorian and the Marvel films. 55 percent of all US subscribers are households with children, and one-in-five subscribers are between 18 and 24.
“The latest figures from our consumer media tracker indicate a very promising start for Disney+, with success in converting its two most important target audiences. It will now be key for Disney to ensure it retains these customers with a mix of new Disney+ originals and new release movie titles,” said Ampere’s Consumer Research Lead, Minal Modha, per the outlet.
He added, “Furthermore, while there is still room for growth among both the two core demographic groups, it will be imperative for Disney+ in the longer term to broaden out its content offering to appeal to a wider audience.”
Disney+ will launch on March 24 in Europe. While there have been appeals to Disney to make the service available sooner since the coronavirus pandemic has forced many into self-isolation at home, the studio has resisted. It has, however, released Frozen 2 in regions where the platform is live.
Other studios have also chosen to prematurely stream their films since cinemas have shuttered. Universal announced on Monday that multiple titles, such as The Hunt and The Invisible Man will be available early online as a premium-priced rental. A UK distributor has also moved the debut of The Perfect Candidate online.