Four global viewing segments emerged from the study, further unpacking the common threads of why global audiences stream, and what these streaming experiences uniquely fulfill for them emotionally and culturally.
Stream content for some quality alone time, where they can fully escapeand find empathy through the characters and storylines they immerse themselves in.
Are all about connecting with each other and pop culture. They stream for connection, inspiration, and excitement. They also stream when they feel disconnected, presumably to find the connection they are lacking.
Seek to sit back, relax, connect, and laugh. They stream content when they want to feel at ease,happy, and comforted.
Source: Disney Advertising and Culture co-op, Fall 2024
Disney Advertising is responsible for advertising sales and integrated marketing for The Walt Disney Company’s entertainment and sports offerings through linear, digital, social, audio and ad-supported streaming businesses. This includes ABC, ABC News, Disney+, Disney Channels Worldwide, Disney Digital, ESPN Networks, ESPN+, Freeform, FX, National Geographic, Hulu, and its eight ABC-owned local stations.
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