INSIGHTS 2019Traditional TV, online video & streaming - Disney+ specialUSUKGermanyDenmarkSwedenNorwayFinlandAudienceProject Insights 2019205 Editorial07 Disney+19 Media usage35 About the studyCONTENTSAudienceProject Insights 2019 3AudienceProject Insights 20194Will Disney spin a business fairytale?Disney is gearing up to take on Netflix in the USDespite Disney+ just now going live in the US and the release still months in the future in Europe, the new streaming service is already looking to become a challenger for the top spots in a crowded field. In the US, more than half have already heard about Disney+ and 43% intend to subscribe. Not surprisingly, especially families with children are expected to sign up to Disney+. The good news for the incumbent services is that most people will keep their existing packages. However, about 40% of the subscriber-in-tenders expect to cancel one or more of Disneys competitors, with Netflix being mentioned most often. In the US, Norway and Finland, the likely drop will hit the hardest with 7%, 8% and 8%, respectively.It is not all sour for Netflix though. For the first time, the American com-pany is number one in all the seven countries covered in our study - even in Finland, where the local broadcaster YLE up until now has been sitting on the throne. Talking about thrones, the biggest jump in users in the Nordics comes from HBO Nordic, while HBO is finding it harder to gain traction in its home market. The question is if it can hold that position in the North post Game of Thrones.Rune WerliinChief Product Officer AudienceProjectEDITORIALAudienceProject Insights 2019 5AudienceProject Insights 20196Even before the launch of Disney+, the awareness of Disneys new streaming service is massive. Additionally, a lot of people are already considering subscribing to the new streaming service. For many, it will be at the expense of subscriptions to other streaming services, especially Netflix subscriptions.DISNEY+AudienceProject Insights 2019 7More than half in the US know about Disneys new streaming service How many know of or have heard about Disney+? DenmarkGermanyUKUSSweden Norway Finland55%know of or have heard about Disney+40%know of or have heard about Disney+31%know of or have heard about Disney+27%know of or have heard about Disney+30%know of or have heard about Disney+30%know of or have heard about Disney+29%know of or have heard about Disney+AudienceProject Insights 20198Especially families with children will subscribe to Disney+ How many are considering subscribing to Disney+? GermanyUKUS Denmark Sweden Norway FinlandHouseholds with childrenHouseholds without children50%38%31%24%41%30%26%18%42%24%28%21%47%26%AudienceProject Insights 2019 9Which streaming services will people unsubscribe from?In the following pages, we will show how many con-sumers are considering subscribing to Disney+ when it is launched, how many of the subscriber-intenders are also considering unsubscribing from any of their exist-ing streaming services, and which streaming services are likely to be dropped in favour of Disney+.Great interest in subscribing to Disney+ in the US - and unsub-scribing from existing servicesare considering unsubscribing from one or more of their existing streaming servicesNetflix Hulu Amazon Prime HBO Now HBO Go33%43%are considering subscribing to Disney+ when it is launched40%18%13%8%3%AudienceProject Insights 201910