Disney’s Generation Stream Family Edition: Research Redefines How Marketers Reach Today’s Families With Actionable Insights

December 20, 2023 – New York, NY – As a new generation of viewers are rewriting the way media is distributed and content is consumed, Disney Advertising has embarked on the third edition of an original research series exploring the new attributes of an entertainment “household” and how marketers are rethinking their strategies to match the evolving dynamics of the modern “family.”

Generation Stream: Family Edition takes the series a step further and identifies the gaps between the historical way TV has been consumed and how marketers are responding, new behavioral drivers accelerated by streaming and how brands can enhance – and not disrupt – the shared and solo viewing experience of today’s audiences.

“As the home for the most premium and scaled streaming platforms, including Disney+, Hulu and ESPN+, no other media company understands emerging viewer behavior, new drivers for consumption and how family dynamics influence content choices better than Disney,” said Dana McGraw, SVP of Audience Modeling and Data Science, Disney Advertising. “Each of Disney’s streaming services uniquely serve our audiences, and we know that no one viewer is the same in any given moment, so we wanted to get to the heart of what motivates our audiences and fanbases – starting at the household level. For the first time, we’re turning these insights into Addressable opportunities for advertising clients who want to lean into the unique attributes of streaming audiences.”

With a rich lens into audience demographics, psychographics and consumer preferences, Disney has developed four new, 360-degree Generation Stream-informed audience segments to help advertisers reach viewers with the most relevant messaging and creative that resonates.

• Active Enrichers: This audience is after quality of life, and quality time, prioritizing time outdoors and eating healthy. They’re also more likely to view a program for its educational content or to learn something new.

• Eclectic Connectors: This audience has a strong connection to community and culture. They like content that fuels meaningful discussion and are most likely to watch programs within a family construct.

• Ritual Relaxers: Classic content viewers who like to kick back, relax and watch reality TV or sports. They’re also most likely to prefer ritual viewing with their family.

• Selfie Escapists: This younger demographic, often times couples, see their favorite streaming shows as a form of escape, tuning in to nostalgic film or series content that lets them live vicariously.

Key research takeaways from Generation Stream: Family Edition:

• The “New” Nuclear: 88% of families agree that the idea of “families” in America today looks nothing like it did a generation ago. At the same time, 80% of families in the US still consider themselves “traditional,” however what hasn’t changed is that families still enjoy viewing their favorite programs together in their down time.

• TV, Together: 77% of families watch certain shows, sports and seasonal content together as part of a shared experience on their favorite streaming platforms, which creates memorable moments of impact for brands.

• New School Streaming: 72% of families preferred content that “teaches” or exposes their families to new people, cultures, places or experiences, while 67% said they like content that represents diverse races and ethnicities.

• Connect Four: 77% of families say connecting over their love of content they view together – or. from afar – creates better connection while 87% say streaming content is a great way for them to learn about the world beyond their own.

• The Decision Tree: 47% of families say they stream content together, while 41% spend their time streaming solo. The #1 benefit of streaming, according to families, is that it unlocks “more choice” for entertainment – but the flip side is that brands must consider all of the nuances of the format, including that sometimes family are co-viewing a tentpole moment or sports match, but sometimes those individuals are viewing content alone, in a binge session.

Research for the Generation Stream: Family Edition took place during the first half of 2023 and consisted of a multi-phased approach. Including extensive and in-home surveys of diverse, culture-forward families; unpacking various ‘branches’ of family life and how these branches shape their streaming experiences. In addition to conducting an online Nationally Representative Study, via online survey.

Generation Stream: Volume 1 explored the attitudes and motivations of streaming viewers, and defined topline trends to inform how consumers feel about advertising relative to content and how brands can connect with viewers more effectively. Segments include Streaming Only, Streaming Most, Streaming Also. Generation Stream: Sports Edition leaned into Disney and ESPN’s leading position in sports to understand how today’s fans are engaging with streaming platforms when rooting for their favorite teams and players. Segments include Amplifiers, Classics, Universalists, Nichesters, Soloists.

Starting early next year, all twelve audience segments can be activated and leveraged across Disney and its streaming portfolio. The full Generation Stream: Family Edition report will be available soon, with the first two Generation Stream editions readily available today.