Discovery just jumped into the streaming wars with Discovery+, the most recent subscription video-on-demand (SVOD) service available to consumers as of Jan. 5. Discovery+ bundles a series of popular networks that include not only Animal Planet and the Travel network, but also HGTV, TLC, and the new Magnolia Network.
In a recent survey of 2,800 U.S. adults, 17% of respondents reported a likelihood to subscribe to Discovery+.
Basic consumer demographics didn’t appear to have a strong influence over a respondent’s likelihood to subscribe to Discovery+. For example, age data shows a slightly higher interest in Discovery+ coming from respondents between 34 and 54 but the margin of difference is minute.
One outlier was income data which showed a minor correlation with likelihood to subscribe to Discovery+. While overall likelihood to subscribe almost evenly spans income brackets, people living on $150K or more each year are significantly more likely to go for Discovery and its bundled networks.
Hulu + Live TV users and HBO Now users exhibit the most likelihood to subscribe to Discovery+ when compared with users of Netflix, Amazon Prime Video, Disney+, HBO Max, and Apple TV+.
Looking at what consumers intend to subscribe to next, the data show those planning on Disney+ are more interested than intenders of the other services studied in adding Discovery+ to their suite of streaming options.
Apple TV+, one of the less popular services (with a year-to-date aggregate user percentage of 10%) has intenders who are nearly just as interested in Discovery+ as Disney+ intenders are.
A closer examination of respondents who reported on their experience with Apple TV+ reveals an interesting data point: people who canceled their Apple TV+ subscription were extremely likely to sign up for Discovery+.
As a comparison, here is a similar chart crossing consumers’ reported experience with Netflix and likelihood to subscribe to Discovery+.
While there aren’t a wild number of Discovery+-hungry consumers, it’s only day two of its release. Coupled with the fact that past users of certain services express a greater likelihood than their counterparts to subscribe, this indicates a positive marker for at least one of the services. CivicScience will monitor the growth of Discovery’s service, and report changes to network preferences among streaming consumers.