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Should Netflix Worry About Losing Disney?

Should Netflix Worry About Losing Disney?

Emily Laffey

Aug 10, 2017

We live in the age of digital streaming, so the news that Disney was cutting ties with Netflix was clearly ground breaking, especially for us here at iModerate. Instantly it sparked a multitude of questions regarding the livelihood of Netflix. Immediately we wondered what this meant for the average streaming customer. Should Netflix worry about losing Disney?

To gain insight on the ramifications this battle for streaming supremacy would trigger, the team decided to conduct a study. The questions focused on how the loss of Disney would influence the audience’s perceptions, feelings, and attitudes about Netflix, while also addressing how they thought about Disney as a viable option for a streaming service. We reached out to our nationwide panel, targeting households with and without children. In approximately four hours, we gathered 1,180 responses, and the answers became evident.

We discovered that Netflix had nothing to worry about. Our findings reported that the loss of Disney had an insignificant impact on consumers and would not cause them to consider canceling their accounts. Respondents reiterated their strong brand loyalty to Netflix, responding with not criticism, but praise for the company. The results also indicated consumers don’t view Disney streaming service as a competitor or option they’d be interested in.

To learn more about the study and findings, check out the full press release here.

The results we received from the iModerate one-on-one, in-depth conversations were much more enlightening than what we typically garner from open-ended verbatim responses. The live moderator offers us the ability and flexibility to probe deeper on certain points, enabling us to get stronger, less vague information. That unique capability has proved extremely valuable to us, and has made this IM-based platform an integral part of our research toolbox.

Colleen Hepner, VP, C&R Research