Disney+’s Surprise Biggest Threat Is… Netflix Loyalty

Disney Plus and Netflix logos

A recent survey shows the majority of Netflix customers have no interest in subscribing to the Disney Plus streaming service. The Mouse House has been working overtime for the past year to makes its upcoming streamer a viable alternative to Netflix, between purchasing Fox's movie and TV show assets to beef up Disney Plus' library of content, and producing brand-new shows like The Mandalorian (the first ever live-action Star Wars series) as exclusives for the platform. With a monthly cost of $6.99 (versus $8.99 to 12.99 for Netflix), Disney Plus is also simply cheaper than its top competitor.

Disney's service is arriving at a time when the streaming wars themselves have really heated up, what with HBO, NBC, and Apple all preparing to launch their own streamers within the next year (even as Netflix and services such as Amazon, DC Universe, and CBS All Access continue to develop more and more exclusive content). However, out of all the up and coming subscription services, Disney Plus arguably has the best shot at success, if only because of the sheer number of brands (Marvel, Star Wars, Pixar, National Geographic) that Disney has acquired by this point.

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In a surprising twist, though, Market Realist reports that a survey by Piper Jaffray shows Netflix customers remain very loyal to the streaming service. Of those surveyed, 75% said they have no interest in subscribing to Disney Plus and/or Apple TV+ (both of which launch in November), even with their lower monthly cost. This is also the latest survey to suggest that many consumers think there are already too many streaming services as is, and aren't pleased with the idea of having to pay for even more streamers just to get the content they actually want.

To be clear, this doesn't mean Disney Plus will struggle to draw customers in the beginning (and that includes those who already have a Netflix subscription service). The streamer offers a lot of bang for subscriber's buck, and the odds are good that a lot of people will sign up for Disney Plus just to watch original shows like The Mandalorian and the many Marvel Cinematic Universe series being developed, in addition to everything else the platform comes with. What this survey does suggest, however, is that Disney Plus is unlikely to damage or kill Netflix - something Disney executives have already all but admitted they won't be able to do, anyway.

This survey might spell bad news for Apple TV+ more than Disney Plus, truth be told. Apple has been aggressively marketing its streamer's original content (which includes an M. Night Shymalan series titled Servant, Jason Momoa's post-apocalyptic drama See, and a new Peanuts show, among other things) ahead of its premiere on November 1, but Piper Jaffray's study raises doubts about its ability to attract subscribers who are already paying for one or more of the major streaming services. The fact that Apple's streaming service will be entirely dependent on exclusive content to succeed when it launches doesn't help, either.

NEXT: Streaming Wars Explained: What Each Service Offers (For What Price)

Disney Plus launches next month on Tuesday, November 12.

Source: Market Realist

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