At Parrot Analytics, we to provide a 360 degree view into the elusive X-factor of making a hit series. In this article, we demonstrate how Disney+’s marketing team can leverage fans’ cross-platform preferences to prioritize and engage audiences and to likely increase subscriber growth.
Top 3 Insights:
- Identify Disney+’s largest accessible (i.e., likely to convert) fan base for the next tentpole: Marvel fans. Prioritize fans from Marvel who are one of the largest fans of Disney+ (second only to Disney) and its other entertainment brands revealed via brand affinity – a measure of shared brand preferences.
- Activate Marvel fans before a tentpole’s debut by targeting its fans’ preferences. Increase perceived value and cultivate Marvel fans’ interest in Disney+ by promoting library content that leads to Marvel content consumption confirmed via content affinity – a measure of shared content preferences.
- Leverage other channels and platforms to raise a tentpole (Marvel) fans’ awareness. Increase the success of a Marvel tentpole by placing its ads and trailers near highly in-demand shows on Disney Channel or Disney XD with high content affinity to Marvel.
How Can Disney+ Identify and Prioritize the Next Tentpole?
has become With it and its library of nostalgia, Disney+ certainly met expectations in its first launch markets.
But, what’s next?
In order to identify tentpoles we leverage brand affinity to quantify:
- the potential size of the fans that a title can attract and,
- the size of the overlap in audience demand for one entertainment brand with audience demand for the other entertainment brands.
When we evaluated the fans of Disney+ one week before its launch, our insights indicated that the success of Marvel titles would be key for .
Chart 1 visualizes the size and percentage of overlap in audience (i.e., fans) between fans of Disney+ and the various entertainment brands from in its library: Disney, Star Wars, Marvel, Pixar, National Geographic. The overlap of audience demand between Disney, Star Wars, and Marvel and the remaining entertainment brands are also represented.
The evidence (Chart 1):
Marvel’s fans (43%) are the second greatest portion of Disney+’s fans or potential subscribers.
- A great portion of Star Wars’ fans (73%) are also fans of Marvel. So Marvel content should retain these fans.
Yet, less than half of Marvel fans (41%) are Star Wars fans, which means they may not have converted quite yet.
The percentages of Marvel’s fans which double as fans of the other Disney+ entertainment brands represent a larger fan base for Disney+ to leverage for subscriptions, even if the percentages are smaller than Star Wars.
A greater portion of Disney’s fans are also fans of Marvel (56%) as opposed to Star Wars (34%). This is especially important because Disney fans account for the largest portion of Disney+ fans (48%), and
Our analyses confirm that producing a Marvel tentpole — a highly in-demand Marvel original — will likely increase Disney+’s subscription growth. It is beyond the scope of this article, but Disney+ could evaluate each Marvel .
How Can Disney+ Activate Marvel Audiences Now?
Marvel audiences are important for Disney+ to capture, but the next Marvel series to launch, and will not be released until late 2020.
What can Disney+ do to mobilize Marvel fans in the meantime?
Disney+ can keep the Marvel universe top-of-mind by releasing movies such as The New Mutants and Black Widow or promoting Marvel titles across its platforms such as and . Uniquely, promoting (as well as other Marvel titles) on Hulu has the possibility to increase the value of the bundle at the Marvel tentpole debut. Another approach is to leverage Marvel-related music and video games to nurture a sense of community amongst Marvel fans.
Our content affinity analysis evidences the possibility of another powerful option.
Disney+ could promote tiles from sub-genres with high content affinity to (i.e., lead audiences to attend to) Marvel such as: superhero, animated sitcom, science-fiction comedy, animated comedy and sitcom titles in its library to draw in audiences of the yet to come Marvel tentpole(s).
Increasing the attention paid to titles in sub-genres with high affinity to Marvel can increase Disney+’s chances of acquiring subscribers by growing Marvel audiences’ appetite for upcoming Marvel blockbusters (see Chart 2 below).
Chart 2 depicts the 5 sub-genres in Disney+’s library which had the highest affinity to Marvel titles; affinity was indexed by the average across sub-genres.
Disney+ has been successfully promoting at least one of these high affinity titles: (see Chart 3 below). However, the team could also aim to garner more demand for and which generate moderate demand relative to the average Disney+ title.
Chart 3 depicts the demand of the 5 most in-demand Disney+ titles within the 5 high affinity to Marvel sub-genres. Their demand is indexed and compared to Disney+’s average title demand.
Likewise, our affinity metrics imply that placing advertising campaigns for upcoming Marvel hits near highly in-demand shows within high-affinity sub-genres on other Disney platforms would materially increase demand performance. This could include shows such as , , as well as .
The same strategy can also be used to leverage shows on competitors’ channels that may have an even higher affinity to – or greater likelihood to lead to demand for – the upcoming tentpole.
The demand for all content can be monetized. Understanding audiences’ content associations, brand preferences and habits not only supports successful content strategies, but also marketing campaigns.