After aggressively marketing its Disney+ streaming service in the months leading up to its launch, Disney was welcomed with a torrent of subscribers. So many people used Disney+ at launch that the platform repeatedly crashed. A day after its debut, Disney revealed that Disney+ had already garnered 10 million sign-ups in the US and Canada.
Brands still largely use third-party data for upper-funnel campaigns, relying heavily on syndicated research tools to first identify targets and then translate them to media channels. But it’s not just age and gender demographics that companies use.