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Disney

Streaming services, Entertainment, Digital media

Driving viewer engagement with data-led strategies

How CleverX unlocked global audience insights for Disney Streaming's success.

1000+ participants

Global viewers

3 research methods

Multi-method approach

100% actionable

Strategic insights

Driving viewer engagement with data-led strategies

Objective

Disney Streaming partnered with CleverX to unlock deeper audience insights and optimize their advertising strategy. The goal was to understand the evolving preferences and behaviors of viewers within the competitive streaming landscape. By gaining a comprehensive understanding of their target audience, Disney Streaming aimed to tailor content recommendations, optimize the user experience, and deliver highly targeted advertising campaigns to drive subscriber growth and user engagement.

The challenge

Disney Streaming needed to move beyond basic demographics to understand the motivations and behaviors of their viewers. Traditional methods, like focus groups, often yielded limited and skewed data. They required a large, diverse sample size that accurately reflected their global audience.

CleverX solution

CleverX addressed these challenges by leveraging its unique platform to recruit a targeted group of participants:

  • Large sample size: Over 1,000 viewers from key demographics and geographic regions participated in the study.
  • Global reach: The study recruited viewers from Disney+'s international markets, ensuring a holistic perspective.
  • Engaged audience: Participants were active users of Disney+ and other streaming platforms, providing relevant and actionable insights.

Approach

The study employed a multi-method approach to gather rich data:

  • Surveys: Interactive surveys explored viewer preferences for content genres, characters, and platform features.
  • In-depth interviews: A smaller group of participants engaged in detailed interviews to reveal deeper motivations and decision-making processes.
  • Focus groups: Small, moderated discussions allowed for nuanced exploration of specific topics.

Impact

The study revealed valuable insights that transformed Disney Streaming's advertising strategy:

  • Content targeting: Disney Streaming gained a clearer understanding of how to tailor content recommendations based on viewer preferences.
  • Platform optimization: The study identified areas for improvement within the Disney+ platform to enhance the user experience.
  • Personalized advertising: Insights into viewer behavior allowed for more targeted ad campaigns, leading to increased engagement and conversions.

Result

With CleverX's market research expertise, Disney Streaming gained a competitive edge. They now possess a deeper understanding of their audience, enabling them to deliver highly relevant content and advertising, ultimately driving subscriber growth and user satisfaction.

1000+ participants

Global viewers

Engaged across key demographics

3 research methods

Multi-method approach

Surveys, interviews, and focus groups

100% actionable

Strategic insights

Informed content and ad strategies

"CleverX helped us understand our viewers at a depth we'd never achieved before. With over 1,000 participants across global markets and a multi-method research approach, we gained actionable insights that directly shaped our content recommendations and ad targeting strategy. The impact on subscriber engagement has been remarkable."

M

Michael Rodriguez

Director of Audience Insights, Disney Streaming

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