Blog: baby yoda

In the digital era, anything can generate metrics – to the point where no matter how good the numbers look, actual success can sometimes be unconnected. Logged ‘views’ of an advertisement don’t hold up to scrutiny when 29% of consumers “normally stop paying attention” when ads come on during a TV show, 31% “usually skip video ads online” and 11% block online ads on their desktop and/or laptop (source: MIDiA Research Main Consumer Survey Q1 2019).

With 10 million sign ups in its first day,  there is no doubt that Disney+ has tapped strong latent demand in what is already a highly saturated US streaming video market. What differentiates market insurgent Disney+ from incumbent Netflix is that it is trading on big individual brands, many of them decades old.