Ad Recall on Streaming: Disney+ Stands Out

All of the major subscription streaming platforms now have ad-supported tiers, but how much do those commercials move the needle? As part of its streaming services study, MX8 Labs queried viewers about ad attention, brand recall and if those advertisements had actually motivated them to buy something. Notably, Disney+ performed above average in multiple areas.

• For most of the top subscription streamers, about a third of viewers cited an inability to recall ads due to inattention. Disney+ was a standout, with only 22% of viewers citing non-recall. By comparison, 36% of (Disney-owned) Hulu viewers reported they didn't pay enough attention to the ads to remember them.
• When asked to recall specific brands viewers had seen, Disney+ was again a winner, as was Peacock, both with 28% of people able to name brands. 
• Overall, viewers ranked ads on Discovery+ and Disney+ as most likely to influence purchase decisions, while Hulu, Prime Video, Paramount+ and Peacock performed below average. (Netflix was squarely in the middle.) 
• One more interesting nugget: People who watch Discovery+ are likely to cite above-average purchase influence for ads they see on Netflix, but below average influence for ads on Prime Video, Hulu and — notably — Discovery+ itself.