Supervisor

Kelvin Martins

Programme

MA in International Business

Keywords

Streaming video-on-demand, subscriber retention, Disney+ Ireland.

Abstract

The global streaming video-on-demand (SVOD) industry has undergone rapid transformation in recent years, with Disney+ emerging as a major competitor following its launch in 2019. Despite achieving exceptionally fast subscriber growth in its early stages, the platform now faces increasing retention challenges in mature and saturated markets such as Ireland, where competition and subscription fatigue have become key constraints on further expansion. Evidence from the Irish market indicates high levels of subscription penetration alongside stabilising or declining growth rates, with increasing patterns of subscription cycling and service cancellation driven by cost sensitivity, underuse, and the availability of multiple competing platforms.

This study examines Disney+ within the context of the Irish SVOD market, highlighting the shift from customer acquisition to subscriber retention as the primary strategic priority. Findings suggest that while Disney+ benefits from strong intellectual property portfolios, including Marvel, Star Wars, and Pixar, users frequently adopt short-term subscription behaviours linked to specific content releases. Rising prices, password-sharing restrictions, and intensifying competition from both global and local platforms further exacerbate churn. The research also highlights the importance of content diversity, user experience, and engagement-based metrics in influencing subscriber loyalty. Overall, the study positions Ireland as a representative mature market for understanding broader retention challenges within the global streaming industry.

Date of Award

2025

Full Publication Date

2025

Access Rights

open access

Document Type

Capstone Project

Resource Type

thesis

Digital Object Identifier (DOI)

https://doi.org/10.63227/652.299.132

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