UK streaming fans showed more than double the detailed ad recall and 1.9 times the purchase intent of non-fans in a Disney Advertising study released October 29.
Disney commissioned the research with eye square. The study involved 1,104 users of ad-supported streaming platforms in the UK from January through March 2026, covering Disney+, Netflix, Prime Video, ITVX and YouTube.
Researchers combined natural ad exposure with eye tracking, facial emotion tracking and a follow-up survey that included implicit response testing and brand-lift measurement.
Disney also reported that 79% of Disney+ viewers felt an emotional connection to the content they watched, compared with a 66% average across the other tested services. The company said 58% of Disney+ viewers described themselves as fans, versus a 45% competitor average.
The study found an association between fandom and the advertising measures. It does not establish that fandom caused the stronger results, and purchase intent is not the same as a completed sale.
Read Disney Advertising’s UK study announcement and methodology.