The video streaming wars are intensifying

Bottom line—consumers are willing to spend more to get the content they want, which is good news for brands launching new streaming services. Half of all consumers surveyed indicated some level of interest in subscribing to at least one of the new video services being launched in the next six to 12 months.

However, unaided awareness of new streaming services could use improvement. When asked if they could name any new market entrants, 51% of consumers said they couldn’t think of any.

When prompted with brand names for level of interest, consumers are especially excited for Disney+, which isn't surprising given Disney's significant promotional campaign for its launch this past November. ­

It's important to note that streaming services scheduled for 2020 launch, like NBCU’s Peacock and WarnerMedia's HBO Max may not have yet ramped up their promotional marketing campaigns. In particular, we anticipate interest in Peacock to increase as more details emerge related to the likely ad-supported offering.