Disney is testing its own OTT service in the Netherlands before launching on November 12 in the US and Canada. About 8 percent of Dutch households have so far tested the service, with mainly younger age groups trying out the OTT service. For example, 15 percent of people in their twenties have a subscription, versus 3 percent of people aged 50-66.
Education effect is visible, despite free period
To register for the trial, people have to choose a payment option for after 11 November. And although the service is currently still free, higher educated people have in particular made use of the test. But where previously disposable income was linked to the use of OTT services, interest here does not seem to depend solely on price. Possession of equipment to view OTT services (smart TV, tablet, Apple TV, Chromecast etc) can play a role, as well as the degree of digital dexterity. Of the lower educated, 4 percent have a subscription to Disney+, while among the highly educated this is 9 percent.
Plenty of stacking, competition for time
Disney is currently stacked on Netflix subscriptions: 15 percent of Netflix subscribers are currently trying out Disney+, versus 1 percent of households that do not have Netflix. Conversely, 81 percent of current Disney+ subscribers also have a subscription to Netflix. From November 12 a major battle will be fought between the two companies. Not just for the viewer's wallet, but really, for time.
The Dutch are taking their role as testers very seriously and social media is full of recommendations for improving the interface and user experience. The Disney+ catalogue is currently somewhat limited, but will be substantially expanded immediately on 12 November.
Disney’s marketing machine will at that time come on full power, which, combined with the Disney season (autumn/winter), will provide a boost in subscriber numbers. However, payments will have to be made and that will likely mean the loss of some current subscribers. In any case, the battle for the viewer is open again and Disney, without too much trouble, seems to be assured of a number two position in the Dutch OTT market.
