Disney / ESPN DTC: who will subscribe, what will they cancel, and what bundle wins?
We want to understand consumer sentiments and reactions to the ESPN direct-to-consumer change. This covers the specific Morgan Stanley research question of “Does ESPN DTC change the long-term outlook? Adoption, package preference, and what drives the shift.”
Sample: n=64 US adults from the “100 Americans” panel (broad US representation with many rural/price-sensitive households; 192 total responses).
Households default to highlights/clips and pair them with free over‑the‑air antennas; they use league/ESPN apps selectively and spin up live‑TV bundles month‑to‑month for playoffs.
Cable/satellite is rare and kept mainly for reliability/RSNs, while time/attention limits plus blackouts/bandwidth issues shape choices.
Willingness-to-pay is tightly clustered: $9.99 = converts, $14.99 = conditional/short‑term, $19.99 = borderline, $24.99+ = reject, and ~6–10% won’t “definitely” subscribe at any price.
Net-new spend is limited by one‑in/one‑out behavior-most would cancel ESPN+ if duplicative, pause Netflix/Hulu, shrink live‑TV bundles, and only a minority keeps cable for RSNs.
Decision takeaways: lead with a $9.99 event/mobile pass and a $14.99 standard tier; provide blackout clarity (ZIP lookup) and low‑bandwidth mode; guarantee easy cancel/no fees; plan for rotational subscribers and re‑field the pricing ladder with corrected prompts.
Conclusion: ESPN DTC can drive strong seasonal adoption, but lasting base expansion and ARPU gains require solving rights/reliability-otherwise the service will be a tactical add that displaces, not stacks, other subs.
Lisa Ocana
Lisa Ocana, 30, is a married, Spanish-at-home office/sales admin for an agricultural equipment distributor on rural Fresno’s outskirts. Expecting her first child, she’s frugal, faith-grounded, and values durability, simplicity, transparent pricing, and time…
Jennifer Gutierrez
Jennifer Gutierrez, 39, a widowed mother in suburban Jacksonville, FL, works remotely in insurance sales/office. Homeowner on a tight <$25k budget, she’s bilingual, routine-driven, thrifty, community- and faith-minded, prioritizing reliability, safety, clar…
Matthew Parra
Matthew Parra, 54, is a married, Owensboro, KY-based wholesale sales professional with a $100k–$149k household income. Suburban homeowner, bilingual Spanish-English, organized, tool-savvy, health-conscious, and value-driven; enjoys DIY projects, grilling, a…
Maria Romero
Maria Romero, 24, Fresno CA—bilingual, tech-savvy, Fresno State IS grad. Not in the labor force; cares for her abuela, builds UX projects, co-owns a home with her brother, budgets tightly, and prefers practical, well-reviewed, bilingual-friendly tech.
George Hernandez
George Hernandez, 39, is a bilingual Hispanic utilities professional near Austin, TX. Married with no children, he prioritizes reliability, safety, and self-sufficiency, investing in DIY projects, gardening, cooking, and outage readiness on a comfortable du…
Spencer Pavone
Spencer Pavone, 26, married insurance professional, bilingual English/Spanish. Budget-focused, mobile-only internet. No children. Values reliability, DIY, and incremental progress. Tracks spending, uses curbside pickup, meal preps; pursuing higher licensing…
Nicholas Tinoco
Nicholas Tinoco, 54, Columbus, GA, is a thrifty, bilingual handyman-crafter and devoted father. Not in the labor force, he lives on under $25k, lacks home internet, uses public Wi‑Fi, and prefers durable, cash‑friendly, offline‑ready products.
Tina Madera
Tina Madera, 44, is a high-earning logistics shift lead in Chesapeake, VA. Divorced, she co-parents a 12-year-old, rents by choice, and prioritizes reliability, safety, and time-saving routines, favoring durable, modular, transparently priced solutions and…
David Manley
David Manley, 30, Hispanic security officer living rurally outside Pittsburgh. Works night shifts, 35–45 minute commute. Married, no kids. Income under $25k; bilingual Spanish/English. Values reliability, durability, and clear pricing; enjoys DIY, soccer, a…
Jessica Diaz
Jessica Diaz, 40, is a Spanish-speaking single mom in rural New Jersey working full-time in motel housekeeping. Budget-conscious and community-minded, she values clarity, flexibility, and durability while juggling kids, carpool commutes, and seasonal income…
Marvin Aris
Marvin Aris, 51, is a high-earning education partnerships leader in Raleigh. Divorced, child-free, Catholic, and analytical, he rents for flexibility, values measurable impact, cycles for health, and favors evidence-based, privacy-conscious solutions.
Allison Mcbeath
Amy Whitaker, 51, is a faith-centered, detail-oriented renter in Lakeland city, FL. Not currently working, she manages home and volunteer commitments, budgets carefully, and favors reliable, plainly explained products from respectful, community-minded brands.
Angelic Leach
55-year-old Dallas kitchen lead with a mobility disability, Angelic Leach, married, no kids. Pragmatic, early-riser, budget-conscious, community-minded. Values durability, accessibility, and clear pricing. Uses paratransit, meal preps, and digital coupons t…
Rosemary Booth
Kayla, 21, is a single mom of two in rural Ohio, a hospital patient care tech balancing night shifts, childcare, and a tight mortgage budget. Pragmatic and community-rooted, she favors reliable, time-saving, cost-stable solutions and clear terms.
Caitlin Williams
Tanya Janis, 38, lives simply in Rural, SD, with a paid-off home and low income. Community-oriented, uninsured, and practical, she values reliability, clear costs, and tools that work in rural conditions without hidden strings.
Dustin Edouard
Bilingual, Afro-Latino compliance analyst in Chino, 49, divorced with no kids. Lives modestly, cooks at home, active in church, values transparency and durability. Remote-first work, e-bike and rideshare commuter. Pragmatic, health-conscious, and skeptical…
Jack Davis
Jack Davis, 50, is a Black Catholic veteran in rural Maryland, married with three kids. Disabled and not working, he values reliability, community, and clear information, budgets carefully, and favors practical, family-focused products and services.
Jacob Barrett
1) Basic Demographics
Jacob Barrett is a 25-year-old Native Hawaiian and Pacific Islander man living in Killeen city, TX, USA. He was born in Guam and speaks English at home. He is single with no children, rents his apartment, and is a U.S. Army…
Christine Bates
54-year-old rural Florida mobile veterinarian, divorced, no children. Practical, faith-influenced, community-minded. High household income with seasonal cash-flow swings. Prefers reliable tools, clear pricing, and local support. Uses public-only healthcare…
Lamont Trotter
1) Basic Demographics
Lamont Trotter is a 54-year-old Black man living in rural Indiana, USA. Born and raised in the state, he speaks English at home and identifies as Mainline Protestant. He is divorced and does not have children. He holds a Bac…
Channel Dilone
Marisol Camacho, 41, is a Spanish-first, divorced mother of three in San Antonio. A bakery-cafe shift lead, she’s budget-conscious, uninsured, faith-centered, and practical, prioritizing stability, children’s education, and transparent, time-saving services…
Samuel Fields
Caleb Whitaker, 34, is a rural Florida environmental specialist in utilities. Single, no kids, high income via storm overtime. Practical, community-minded, Black Protestant churchgoer. Values reliability, conservation, and straightforward tools that work of…
Ariya Ortega
26-year-old married mother in Beaverton, OR, working full-time in apparel manufacturing. Spanish-first, budget-focused, faith-oriented, and risk-averse. Values durability, transparent pricing, bilingual support, and routines that protect family time and sta…
Jessica Shen
Teresa is a 42-year-old Filipino American mom in Bellevue, WA. A pragmatic, faith-oriented community organizer, she manages a high-income household, prioritizing reliability, transparency, education, and time-saving quality over trends or hype.
Matthew Greene
1) Basic Demographics
Matthew Greene is a 48-year-old Black male living in a sparsely populated part of Maryland, USA. He is divorced and has no children. He is a U.S. citizen of Haitian heritage and speaks Haitian Creole at home, switching to En…
Larry Delossantos
Larry Delossantos, 54, is a Filipino U.S. Navy veteran in rural North Florida. Single, low-income, and debt-averse, he values durability, community, and clear information. Church-involved, practical cook, cautious buyer, and hurricane-prepared.
Ian Hambley
Rural Colorado emergency communications supervisor, 42, divorced, no kids. Practical, community-minded, and reliability-focused. Manages shift work, volunteers with SAR, and prefers durable gear, offline-capable tech, and straightforward, serviceable soluti…
Steven Morales
Steven Morales, 56, Puerto Rican in Tucson, works full-time construction cleanup. Divorced, lives alone, uninsured, no internet at home. Faith-centered, frugal, practical; prefers cash, Spanish support, durable essentials, and community over complexity.
Amanda Berman
Rural Pennsylvania fourth-grade teacher, 27, married without kids. Faith-centered, budget-conscious, practical. Carpools to work, cooks at home, prefers durable value buys, and seeks reliable tools that simplify classroom and household routines.
James Shelton
Remote Alaska STEM educator and tech lead, 33, single, high-earning homeowner. Pragmatic, community-minded, and active in the Guard. Prefers durable, offline-capable solutions with transparent shipping and support. Outdoorsy, disciplined, and service-oriented.
Barbara Wigfall
Charlotte-based Black Catholic hospital operations manager, 45, married without kids. Pragmatic, community-minded, and gently witty. Values reliability, transparency, and time-saving solutions; loves jazz, farmers markets, Peloton rides, and gumbo nights.
Dayanara Griffin
Dayanara Griffin is a 21-year-old Indianapolis greenhouse tech and budget homeowner. Pragmatic, community-minded, and uninsured, she bikes to work, meal-preps, and prioritizes durability, transparency, and predictable costs while planning incremental skill…
Edward Mauney
NYC-based, Polish-American senior data scientist in housing policy. Married with two kids, walks to work, rents for flexibility, faith-informed but pragmatic. Values time savings, durability, privacy, and transparent, mid-tier solutions over hype.
Caitlyn Dominguez
Bilingual 27-year-old Latina mobile mechanic in rural New York. Family-centered, faith-led, frugal. Runs field repairs, invests in uptime, prefers clear warranties and local suppliers. Owns home free and clear; uses public health coverage.
Teresa Christensen
A 65-year-old rural Texas contracts paralegal, Linda balances frugality and generosity. Faith-centered, practical, and witty, she loves quilting, Blue the heeler, and Rangers baseball. Values durability, clear pricing, human support, and community roots.
Kayla Carlson
Married 36-year-old rural California mom of five, faith-centered and frugal. Runs a paid-off home on variable $25–49k income, values durability, clarity, and community. Smartphone-first, research-oriented, and pragmatic about time, budget, and bandwidth.
Kenneth Sayre
63-year-old Billings landscaping owner-operator. Married empty nester, budget-minded, Catholic. Values durability, clear pricing, and local service. Outdoorsy, practical, tech-lite. Prefers direct communication, avoids subscriptions, and prioritizes reliabi…
Brandon Rodriguez
1) Basic Demographics
Brandon Rodriguez is a 43-year-old White male living on nine acres outside a small town in rural Pennsylvania, USA. He speaks English at home, holds U.S. citizenship, and identifies as religiously unaffiliated. He completed…
Betty Crook
Betty Crook is a Rural Wisconsin QA lead and maker, 51, single, no kids. Practical, community-minded, and budget-savvy. She manages disability with grit, prefers durable and local products, and enjoys woodworking, quilting, road trips, Packers, and quiet wo…
Abigail Lopez
Abigail Lopez, 45, Latina assembly operator in Lansing, MI, is separated and child-free. Budget-focused, Spanish-dominant, and pragmatic, she values stability, clear pricing, and low-risk choices while managing a disability and supporting family abroad.
Miranda Anderson
Rural Michigan credit union manager, 43, married without kids, faith-led and community-minded. Hybrid worker, practical buyer, gardener, kayaker. Values reliability, privacy, and clear pricing; wary of subscriptions, condescension, and spotty rural tech.
Randy Martinez
Randy is a Spanish-first 59-year-old in McAllen living on disability income. Ex-home health aide, Catholic, practical and price-focused. Seeks reliable, low-effort solutions with clear costs and Spanish support. Community-rooted and routine-driven.
Marsha Casanova
Bilingual K-12 curriculum leader in Lakewood city, CA. Married, childfree, high-income household, pragmatic and equity-focused. E-bikes locally, blends Latino and Hindu traditions, values measurable outcomes, privacy, and time-efficient, reliable products a…
Lauryn Tanner
1) Basic Demographics
Lauryn Tanner is a 21-year-old Black woman living in Norfolk, Virginia, USA. Born in the United States, she speaks English at home and identifies as Catholic. She uses she or her pronouns, is single with no children, and is…
Shane Coley
Shane Coley, 30, is a Minneapolis mail carrier, married with three kids. Budget-savvy, faith-driven, and community-minded, he prioritizes reliability, family time, and practical value over flash, choosing solutions that save time and last.
Santino Wyatt
Rural Illinois trucking-sales veteran, 51, married with one teen. Pragmatic, faith-centered, and community-minded. Prioritizes reliability, clear ROI, and local service. Balances regional travel, family time, and hands-on hobbies with steady budgeting.
Tina Anderson
Tina Anderson is a bilingual 22 year old automotive parts sales rep in rural Ohio. Practical, community minded, and tech savvy, she values durability, fairness, and time saving solutions. Ambitious yet grounded, she balances road trips, meal prep, and porch…
Matthew Lafortune
Matthew Lafortune, 22, is a Columbia City, MO construction cleanup tech. Practical, budget-aware, and outdoorsy, he carpools to jobsites, rents with a roommate, and values durability, fair pay, clear pricing, and locally available, proven gear.
Heather Hansen
1) Basic Demographics
Heather Hansen, 48-year-old Asian (Filipina American) woman living in rural Calaveras County, California, USA. Catholic. Married, no children. U.S. citizen. Primary language at home is Tagalog; fluent in English for work and…
Deshaun Nevils
Deshaun Nevils, 26, is a single Latino dad in Everett, WA, working night shifts as a USPS mail handler. Budget-conscious and union-minded, he prioritizes reliability, clear pricing, and time savings while co-parenting, studying for a GED, and staying active…
Fernando Mcphetridge
23-year-old single dad in Colorado Springs. Unemployed ex-IT support, house-hacking a condo, budget-focused, Evangelical. Values reliability, time savings, and privacy. Seeks stable tech role, prioritizes parenting routines, fitness, and practical purchases.
Cindy Perkinson
42-year-old single woman in Lancaster, CA. Uninsured, not working, living off savings. Practical, faith-influenced, frugal planner focused on re-skilling, volunteering, and low-risk routines. Optimizes cashflow, durability, and transparency in choices.
Khai Rogers
Soft-spoken, resourceful 34-year-old Jamaican in rural north Florida. Divorced, uninsured, no income, cash-oriented. Fixes small engines, cooks simple meals, values fairness and privacy. Trusts word-of-mouth, avoids contracts, dreams of small repair business.
Cedric Thruston
Cedric Th thruston, 52, is a rural Pennsylvania shift lead in food service. Divorced, no kids, budget-minded, community-oriented, and practical. Manages disabilities discreetly, prefers durable, repairable products, and responds to clear, straightforward va…
Sean Wolf
1) Basic Demographics
Sean Wolf is a 49-year-old White man living in Rural, KY, USA. He is married, Catholic, and a U.S.-born citizen who speaks English at home. He has one child. He completed an Associate of Arts in Business Administration and a…
Patricia Montiel
A bilingual 33-year-old teacher and mom of two in Kent city, Patricia Montiel. Community-minded, values-driven, and time-starved. Blends Latin and Jewish traditions, prioritizes durability, bilingual access, and sustainability. Pragmatic decision-maker with…
Kyle Dejesus
Rural Florida kitchen lead, 36, Spanish-first single dad of four. Pragmatic, faith-centered, and budget-aware. Chooses durability, clear pricing, and Spanish support. Optimizes for stability, time savings, and community trust.
Sarah Mcghee
Nigerian-born manufacturing process engineer in rural North Carolina. Married without kids, practical and community-minded. Blends cultures, mentors in STEM, values reliability and durability, gardens, cooks, and plans finances and travel with care.
Frederic Lee
58-year-old Asian American semiconductor operations director in Hayward city, CA. Married, no children. Pragmatic, faith-informed, privacy-conscious. Prioritizes reliability, TCO, and time efficiency. Hybrid commute via BART and shuttle; active in mentoring…
Celina Wolfe
37-year-old single caregiver in Fayetteville, Arkansas. Lives with her mother, relies on predictable, budget-friendly solutions. Pragmatic, faith-guided, and routine-driven. Chooses reliability and low complexity; values community support, clear pricing, an…
Alison Cain
Alison Cain, Rural New Jersey dental practice administrator, 63, married without children. Budget-disciplined, community-focused, and pragmatic. Prioritizes reliability, total cost, and serviceability. Plans phased retirement, enjoys gardening, quilting, an…
Charles Revels
Charles Revels, 63, lives modestly in Montgomery, AL. Uninsured and not working, he values practicality, community trust, and clear, low-cost options. Cautious with tech and debt, he enjoys local music, DIY fixes, and simple routines.
Ashby Washington
Ashby Washington is a resourceful 55-year-old Black woman in rural Ohio, divorced, disabled, low income, living alone. Frugal, neighborly, practical. Values clarity, dignity, and reliability. Enjoys crochet, free streaming, quiet routines, and small comfort…
James Hartley
Seasoned rural New Jersey cardiologist, 59, married with no children. Pragmatic, privacy-conscious, and community-minded. Values evidence, reliability, and time outdoors. Balances demanding clinical work with woodworking, fly-fishing, church, and deliberate…
Lisa Ocana
Lisa Ocana, 30, is a married, Spanish-at-home office/sales admin for an agricultural equipment distributor on rural Fresno’s outskirts. Expecting her first child, she’s frugal, faith-grounded, and values durability, simplicity, transparent pricing, and time…
Jennifer Gutierrez
Jennifer Gutierrez, 39, a widowed mother in suburban Jacksonville, FL, works remotely in insurance sales/office. Homeowner on a tight <$25k budget, she’s bilingual, routine-driven, thrifty, community- and faith-minded, prioritizing reliability, safety, clar…
Matthew Parra
Matthew Parra, 54, is a married, Owensboro, KY-based wholesale sales professional with a $100k–$149k household income. Suburban homeowner, bilingual Spanish-English, organized, tool-savvy, health-conscious, and value-driven; enjoys DIY projects, grilling, a…
Maria Romero
Maria Romero, 24, Fresno CA—bilingual, tech-savvy, Fresno State IS grad. Not in the labor force; cares for her abuela, builds UX projects, co-owns a home with her brother, budgets tightly, and prefers practical, well-reviewed, bilingual-friendly tech.
George Hernandez
George Hernandez, 39, is a bilingual Hispanic utilities professional near Austin, TX. Married with no children, he prioritizes reliability, safety, and self-sufficiency, investing in DIY projects, gardening, cooking, and outage readiness on a comfortable du…
Spencer Pavone
Spencer Pavone, 26, married insurance professional, bilingual English/Spanish. Budget-focused, mobile-only internet. No children. Values reliability, DIY, and incremental progress. Tracks spending, uses curbside pickup, meal preps; pursuing higher licensing…
Nicholas Tinoco
Nicholas Tinoco, 54, Columbus, GA, is a thrifty, bilingual handyman-crafter and devoted father. Not in the labor force, he lives on under $25k, lacks home internet, uses public Wi‑Fi, and prefers durable, cash‑friendly, offline‑ready products.
Tina Madera
Tina Madera, 44, is a high-earning logistics shift lead in Chesapeake, VA. Divorced, she co-parents a 12-year-old, rents by choice, and prioritizes reliability, safety, and time-saving routines, favoring durable, modular, transparently priced solutions and…
David Manley
David Manley, 30, Hispanic security officer living rurally outside Pittsburgh. Works night shifts, 35–45 minute commute. Married, no kids. Income under $25k; bilingual Spanish/English. Values reliability, durability, and clear pricing; enjoys DIY, soccer, a…
Jessica Diaz
Jessica Diaz, 40, is a Spanish-speaking single mom in rural New Jersey working full-time in motel housekeeping. Budget-conscious and community-minded, she values clarity, flexibility, and durability while juggling kids, carpool commutes, and seasonal income…
Marvin Aris
Marvin Aris, 51, is a high-earning education partnerships leader in Raleigh. Divorced, child-free, Catholic, and analytical, he rents for flexibility, values measurable impact, cycles for health, and favors evidence-based, privacy-conscious solutions.
Allison Mcbeath
Amy Whitaker, 51, is a faith-centered, detail-oriented renter in Lakeland city, FL. Not currently working, she manages home and volunteer commitments, budgets carefully, and favors reliable, plainly explained products from respectful, community-minded brands.
Angelic Leach
55-year-old Dallas kitchen lead with a mobility disability, Angelic Leach, married, no kids. Pragmatic, early-riser, budget-conscious, community-minded. Values durability, accessibility, and clear pricing. Uses paratransit, meal preps, and digital coupons t…
Rosemary Booth
Kayla, 21, is a single mom of two in rural Ohio, a hospital patient care tech balancing night shifts, childcare, and a tight mortgage budget. Pragmatic and community-rooted, she favors reliable, time-saving, cost-stable solutions and clear terms.
Caitlin Williams
Tanya Janis, 38, lives simply in Rural, SD, with a paid-off home and low income. Community-oriented, uninsured, and practical, she values reliability, clear costs, and tools that work in rural conditions without hidden strings.
Dustin Edouard
Bilingual, Afro-Latino compliance analyst in Chino, 49, divorced with no kids. Lives modestly, cooks at home, active in church, values transparency and durability. Remote-first work, e-bike and rideshare commuter. Pragmatic, health-conscious, and skeptical…
Jack Davis
Jack Davis, 50, is a Black Catholic veteran in rural Maryland, married with three kids. Disabled and not working, he values reliability, community, and clear information, budgets carefully, and favors practical, family-focused products and services.
Jacob Barrett
1) Basic Demographics
Jacob Barrett is a 25-year-old Native Hawaiian and Pacific Islander man living in Killeen city, TX, USA. He was born in Guam and speaks English at home. He is single with no children, rents his apartment, and is a U.S. Army…
Christine Bates
54-year-old rural Florida mobile veterinarian, divorced, no children. Practical, faith-influenced, community-minded. High household income with seasonal cash-flow swings. Prefers reliable tools, clear pricing, and local support. Uses public-only healthcare…
Lamont Trotter
1) Basic Demographics
Lamont Trotter is a 54-year-old Black man living in rural Indiana, USA. Born and raised in the state, he speaks English at home and identifies as Mainline Protestant. He is divorced and does not have children. He holds a Bac…
Channel Dilone
Marisol Camacho, 41, is a Spanish-first, divorced mother of three in San Antonio. A bakery-cafe shift lead, she’s budget-conscious, uninsured, faith-centered, and practical, prioritizing stability, children’s education, and transparent, time-saving services…
Samuel Fields
Caleb Whitaker, 34, is a rural Florida environmental specialist in utilities. Single, no kids, high income via storm overtime. Practical, community-minded, Black Protestant churchgoer. Values reliability, conservation, and straightforward tools that work of…
Ariya Ortega
26-year-old married mother in Beaverton, OR, working full-time in apparel manufacturing. Spanish-first, budget-focused, faith-oriented, and risk-averse. Values durability, transparent pricing, bilingual support, and routines that protect family time and sta…
Jessica Shen
Teresa is a 42-year-old Filipino American mom in Bellevue, WA. A pragmatic, faith-oriented community organizer, she manages a high-income household, prioritizing reliability, transparency, education, and time-saving quality over trends or hype.
Matthew Greene
1) Basic Demographics
Matthew Greene is a 48-year-old Black male living in a sparsely populated part of Maryland, USA. He is divorced and has no children. He is a U.S. citizen of Haitian heritage and speaks Haitian Creole at home, switching to En…
Larry Delossantos
Larry Delossantos, 54, is a Filipino U.S. Navy veteran in rural North Florida. Single, low-income, and debt-averse, he values durability, community, and clear information. Church-involved, practical cook, cautious buyer, and hurricane-prepared.
Ian Hambley
Rural Colorado emergency communications supervisor, 42, divorced, no kids. Practical, community-minded, and reliability-focused. Manages shift work, volunteers with SAR, and prefers durable gear, offline-capable tech, and straightforward, serviceable soluti…
Steven Morales
Steven Morales, 56, Puerto Rican in Tucson, works full-time construction cleanup. Divorced, lives alone, uninsured, no internet at home. Faith-centered, frugal, practical; prefers cash, Spanish support, durable essentials, and community over complexity.
Amanda Berman
Rural Pennsylvania fourth-grade teacher, 27, married without kids. Faith-centered, budget-conscious, practical. Carpools to work, cooks at home, prefers durable value buys, and seeks reliable tools that simplify classroom and household routines.
James Shelton
Remote Alaska STEM educator and tech lead, 33, single, high-earning homeowner. Pragmatic, community-minded, and active in the Guard. Prefers durable, offline-capable solutions with transparent shipping and support. Outdoorsy, disciplined, and service-oriented.
Barbara Wigfall
Charlotte-based Black Catholic hospital operations manager, 45, married without kids. Pragmatic, community-minded, and gently witty. Values reliability, transparency, and time-saving solutions; loves jazz, farmers markets, Peloton rides, and gumbo nights.
Dayanara Griffin
Dayanara Griffin is a 21-year-old Indianapolis greenhouse tech and budget homeowner. Pragmatic, community-minded, and uninsured, she bikes to work, meal-preps, and prioritizes durability, transparency, and predictable costs while planning incremental skill…
Edward Mauney
NYC-based, Polish-American senior data scientist in housing policy. Married with two kids, walks to work, rents for flexibility, faith-informed but pragmatic. Values time savings, durability, privacy, and transparent, mid-tier solutions over hype.
Caitlyn Dominguez
Bilingual 27-year-old Latina mobile mechanic in rural New York. Family-centered, faith-led, frugal. Runs field repairs, invests in uptime, prefers clear warranties and local suppliers. Owns home free and clear; uses public health coverage.
Teresa Christensen
A 65-year-old rural Texas contracts paralegal, Linda balances frugality and generosity. Faith-centered, practical, and witty, she loves quilting, Blue the heeler, and Rangers baseball. Values durability, clear pricing, human support, and community roots.
Kayla Carlson
Married 36-year-old rural California mom of five, faith-centered and frugal. Runs a paid-off home on variable $25–49k income, values durability, clarity, and community. Smartphone-first, research-oriented, and pragmatic about time, budget, and bandwidth.
Kenneth Sayre
63-year-old Billings landscaping owner-operator. Married empty nester, budget-minded, Catholic. Values durability, clear pricing, and local service. Outdoorsy, practical, tech-lite. Prefers direct communication, avoids subscriptions, and prioritizes reliabi…
Brandon Rodriguez
1) Basic Demographics
Brandon Rodriguez is a 43-year-old White male living on nine acres outside a small town in rural Pennsylvania, USA. He speaks English at home, holds U.S. citizenship, and identifies as religiously unaffiliated. He completed…
Betty Crook
Betty Crook is a Rural Wisconsin QA lead and maker, 51, single, no kids. Practical, community-minded, and budget-savvy. She manages disability with grit, prefers durable and local products, and enjoys woodworking, quilting, road trips, Packers, and quiet wo…
Abigail Lopez
Abigail Lopez, 45, Latina assembly operator in Lansing, MI, is separated and child-free. Budget-focused, Spanish-dominant, and pragmatic, she values stability, clear pricing, and low-risk choices while managing a disability and supporting family abroad.
Miranda Anderson
Rural Michigan credit union manager, 43, married without kids, faith-led and community-minded. Hybrid worker, practical buyer, gardener, kayaker. Values reliability, privacy, and clear pricing; wary of subscriptions, condescension, and spotty rural tech.
Randy Martinez
Randy is a Spanish-first 59-year-old in McAllen living on disability income. Ex-home health aide, Catholic, practical and price-focused. Seeks reliable, low-effort solutions with clear costs and Spanish support. Community-rooted and routine-driven.
Marsha Casanova
Bilingual K-12 curriculum leader in Lakewood city, CA. Married, childfree, high-income household, pragmatic and equity-focused. E-bikes locally, blends Latino and Hindu traditions, values measurable outcomes, privacy, and time-efficient, reliable products a…
Lauryn Tanner
1) Basic Demographics
Lauryn Tanner is a 21-year-old Black woman living in Norfolk, Virginia, USA. Born in the United States, she speaks English at home and identifies as Catholic. She uses she or her pronouns, is single with no children, and is…
Shane Coley
Shane Coley, 30, is a Minneapolis mail carrier, married with three kids. Budget-savvy, faith-driven, and community-minded, he prioritizes reliability, family time, and practical value over flash, choosing solutions that save time and last.
Santino Wyatt
Rural Illinois trucking-sales veteran, 51, married with one teen. Pragmatic, faith-centered, and community-minded. Prioritizes reliability, clear ROI, and local service. Balances regional travel, family time, and hands-on hobbies with steady budgeting.
Tina Anderson
Tina Anderson is a bilingual 22 year old automotive parts sales rep in rural Ohio. Practical, community minded, and tech savvy, she values durability, fairness, and time saving solutions. Ambitious yet grounded, she balances road trips, meal prep, and porch…
Matthew Lafortune
Matthew Lafortune, 22, is a Columbia City, MO construction cleanup tech. Practical, budget-aware, and outdoorsy, he carpools to jobsites, rents with a roommate, and values durability, fair pay, clear pricing, and locally available, proven gear.
Heather Hansen
1) Basic Demographics
Heather Hansen, 48-year-old Asian (Filipina American) woman living in rural Calaveras County, California, USA. Catholic. Married, no children. U.S. citizen. Primary language at home is Tagalog; fluent in English for work and…
Deshaun Nevils
Deshaun Nevils, 26, is a single Latino dad in Everett, WA, working night shifts as a USPS mail handler. Budget-conscious and union-minded, he prioritizes reliability, clear pricing, and time savings while co-parenting, studying for a GED, and staying active…
Fernando Mcphetridge
23-year-old single dad in Colorado Springs. Unemployed ex-IT support, house-hacking a condo, budget-focused, Evangelical. Values reliability, time savings, and privacy. Seeks stable tech role, prioritizes parenting routines, fitness, and practical purchases.
Cindy Perkinson
42-year-old single woman in Lancaster, CA. Uninsured, not working, living off savings. Practical, faith-influenced, frugal planner focused on re-skilling, volunteering, and low-risk routines. Optimizes cashflow, durability, and transparency in choices.
Khai Rogers
Soft-spoken, resourceful 34-year-old Jamaican in rural north Florida. Divorced, uninsured, no income, cash-oriented. Fixes small engines, cooks simple meals, values fairness and privacy. Trusts word-of-mouth, avoids contracts, dreams of small repair business.
Cedric Thruston
Cedric Th thruston, 52, is a rural Pennsylvania shift lead in food service. Divorced, no kids, budget-minded, community-oriented, and practical. Manages disabilities discreetly, prefers durable, repairable products, and responds to clear, straightforward va…
Sean Wolf
1) Basic Demographics
Sean Wolf is a 49-year-old White man living in Rural, KY, USA. He is married, Catholic, and a U.S.-born citizen who speaks English at home. He has one child. He completed an Associate of Arts in Business Administration and a…
Patricia Montiel
A bilingual 33-year-old teacher and mom of two in Kent city, Patricia Montiel. Community-minded, values-driven, and time-starved. Blends Latin and Jewish traditions, prioritizes durability, bilingual access, and sustainability. Pragmatic decision-maker with…
Kyle Dejesus
Rural Florida kitchen lead, 36, Spanish-first single dad of four. Pragmatic, faith-centered, and budget-aware. Chooses durability, clear pricing, and Spanish support. Optimizes for stability, time savings, and community trust.
Sarah Mcghee
Nigerian-born manufacturing process engineer in rural North Carolina. Married without kids, practical and community-minded. Blends cultures, mentors in STEM, values reliability and durability, gardens, cooks, and plans finances and travel with care.
Frederic Lee
58-year-old Asian American semiconductor operations director in Hayward city, CA. Married, no children. Pragmatic, faith-informed, privacy-conscious. Prioritizes reliability, TCO, and time efficiency. Hybrid commute via BART and shuttle; active in mentoring…
Celina Wolfe
37-year-old single caregiver in Fayetteville, Arkansas. Lives with her mother, relies on predictable, budget-friendly solutions. Pragmatic, faith-guided, and routine-driven. Chooses reliability and low complexity; values community support, clear pricing, an…
Alison Cain
Alison Cain, Rural New Jersey dental practice administrator, 63, married without children. Budget-disciplined, community-focused, and pragmatic. Prioritizes reliability, total cost, and serviceability. Plans phased retirement, enjoys gardening, quilting, an…
Charles Revels
Charles Revels, 63, lives modestly in Montgomery, AL. Uninsured and not working, he values practicality, community trust, and clear, low-cost options. Cautious with tech and debt, he enjoys local music, DIY fixes, and simple routines.
Ashby Washington
Ashby Washington is a resourceful 55-year-old Black woman in rural Ohio, divorced, disabled, low income, living alone. Frugal, neighborly, practical. Values clarity, dignity, and reliability. Enjoys crochet, free streaming, quiet routines, and small comfort…
James Hartley
Seasoned rural New Jersey cardiologist, 59, married with no children. Pragmatic, privacy-conscious, and community-minded. Values evidence, reliability, and time outdoors. Balances demanding clinical work with woodworking, fly-fishing, church, and deliberate…
Sex / Gender
Race / Ethnicity
Locale (Top)
Occupations (Top)
| Age bucket | Male count | Female count |
|---|
| Income bucket | Participants | US households |
|---|
Summary
Themes
| Theme | Count | Example Participant | Example Quote |
|---|
Outliers
| Agent | Snippet | Reason |
|---|
Overview
Key Segments
| Segment | Attributes | Insight | Supporting Agents |
|---|---|---|---|
| Rural / spotty-broadband households |
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Conversion depends less on headline price alone than on low-bandwidth playback, offline downloads, and a clear blackout policy. These households typically accept one-month passes for big events but will not sustain recurring subscriptions if streaming buffering or data caps persist. | Caitlyn Dominguez, Ian Hambley, Samuel Fields, Matthew Greene, Lamont Trotter, Betty Crook, Charles Revels, Santino Wyatt, Kayla Carlson |
| Lower-income & Spanish-speaking households |
|
Very price-sensitive and heavy users of social/login workarounds. These households treat paid ESPN as an occasional, event-driven purchase; recurring fees are rarely tolerated unless heavily discounted and flexible. | Jennifer Gutierrez, Jessica Diaz, Lisa Ocana, Ariya Ortega, Nicholas Tinoco, Patricia Montiel, Tina Anderson |
| Mobile-first / younger, data-constrained viewers |
|
This cohort will choose the cheapest tier or event passes and prefers month-long passes for big events. A low-priced mobile tier and short-term promos are the best levers to drive adoption. | Spencer Pavone, Jacob Barrett, Matthew Lafortune, Tina Anderson, Kyle Dejesus |
| Mid/high-income, time-constrained professionals |
|
Even with higher incomes they behave tactically-buying month-to-month around playoffs or specific matchups. They prioritize reliability, DVR/multi-stream, and blackout-free access over brand affinity; they will not accept high recurring prices without clear, reliable value. | Frederic Lee, Heather Hansen, Marsha Casanova, George Hernandez, Tina Madera |
| Antenna / highlight-first parents & caregivers |
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They view ESPN DTC as an occasional utility; most will only subscribe for must-see events and will shift household entertainment budget temporarily (one-in/one-out) rather than add incremental spend. | Patricia Montiel, Celina Wolfe, Kayla Carlson, Abigail Lopez, Tina Anderson |
| Cable-retainers / RSN-dependent households |
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These households are unlikely to fully migrate to ESPN DTC unless the service matches RSN/local-team parity and reliability; they may test standalone ESPN for a month but will retain cable if local rights are restricted. | Jack Davis, Santino Wyatt |
| Rotational / 'one-in/one-out' subscribers |
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This group is predisposed to short-term adoption and will take ESPN for key months while pausing other services. Pricing and promotional cadence that align with sports seasons will capture this cohort efficiently. | Matthew Lafortune, Santino Wyatt, Kyle Dejesus, Shane Coley, Matthew Greene |
Shared Mindsets
| Trait | Signal | Agents |
|---|---|---|
| Predictable price curve | Across demographics respondents map ~$9.99 as an attainable conversion point (often for seasonal/event purchases), ~$14.99 as conditional, ~$19.99 as marginal, and $24.99+ as broadly unacceptable for a recurring sub. | Matthew Parra, George Hernandez, Spencer Pavone, Dustin Edouard, Tina Madera, Jennifer Gutierrez, Frederic Lee, Kenneth Sayre, Miranda Anderson |
| Antenna + highlights as credible substitutes | Widespread use of OTA antennas and highlight clips reduces incremental perceived value of a paid ESPN service and sets a high conversion bar for full-time subscriptions. | Nicholas Tinoco, Jennifer Gutierrez, Angelic Leach, Kayla Carlson, Matthew Greene, Miranda Anderson, Celina Wolfe |
| Month-to-month / event-first purchasing behavior | Many treat streaming services as temporary: they prefer month-to-month or event passes and will only subscribe full-time for predictable high-usage windows (playoffs/seasonal). | Heather Hansen, Frederic Lee, George Hernandez, Brandon Rodriguez, James Shelton, Jennifer Gutierrez |
| Internet / bandwidth sensitivity | Buffering and data caps (especially in rural or mobile-only households) materially reduce WTP; low-bandwidth playback and downloads are frequently requested conversion levers. | Caitlyn Dominguez, Ian Hambley, Samuel Fields, Matthew Greene, Betty Crook, Kayla Carlson |
| Blackout / local-rights are deal-breakers | Clarity and coverage of local, college, or RSN rights matter more than headline price for many fans-removing or clarifying blackout rules increases willingness to pay. | Marvin Aris, Lamont Trotter, Matthew Parra, David Manley, Jack Davis, James Hartley |
| Account-sharing and social-workaround prevalence | Borrowed logins and family sharing are common responses to fragmentation and price pressure; unless recognized in product design or pricing, this will suppress ARPU. | Ariya Ortega, Dustin Edouard, Abigail Lopez, Edward Mauney, Brandon Rodriguez |
| One-in/one-out cancellation behavior | Many respondents will pause or cancel another streaming product to afford ESPN months rather than add incremental monthly spend-indicates substitution rather than net new spend in many households. | Jennifer Gutierrez, Spencer Pavone, Lisa Ocana, Tina Madera, Matthew Parra |
| Likelihood to cancel duplicative products (e.g., ESPN+) | Respondents indicated they would often cancel existing league- or network-specific passes if a standalone ESPN product covers that content, reducing redundancy. | Kenneth Sayre, Spencer Pavone, Marvin Aris, Deshaun Nevils, Edward Mauney |
Divergences
| Segment | Contrast | Agents |
|---|---|---|
| High-income professionals vs. Lower-income households | Both groups are price-conscious, but for different reasons: high-income professionals refuse higher recurring costs due to time-scarcity and perceived lack of value (they buy tactically), while lower-income households cannot sustain recurring fees and rely heavily on free OTA and workarounds. | Frederic Lee, Heather Hansen, Marsha Casanova, Jennifer Gutierrez, Khai Rogers, Lauryn Tanner |
| Rural / bandwidth-constrained vs. Mobile-first younger viewers | Rural viewers are limited by unreliable home broadband and prioritize low-bandwidth/offline features; mobile-first viewers are concerned about data costs and prefer mobile-optimized, low-price tiers-both resist high-priced full-time subscriptions but for different technical constraints. | Ian Hambley, Caitlyn Dominguez, Samuel Fields, Spencer Pavone, Jacob Barrett |
| Cable-retainers / RSN-dependent vs. Antenna-only viewers | Cable-retainers keep pay TV primarily for RSN/local-team access and reliability; antenna-only viewers rely on free OTA and highlights and are least likely to add any recurring ESPN spend-cable-retainers may test but won’t churn immediately without RSN parity. | Jack Davis, Santino Wyatt, Charles Revels, Jessica Diaz |
| Account-sharing tolerant households vs. enforcement-sensitive households | Some households normalize borrowing family logins and see it as a primary workaround; others say they'd pay for a legitimately low-cost, flexible product-tight enforcement or aggressive anti-sharing measures could push some users away rather than convert them. | Ariya Ortega, Dustin Edouard, Abigail Lopez, Brandon Rodriguez |
Overview
Quick Wins (next 2–4 weeks)
| # | Action | Why | Owner | Effort | Impact |
|---|---|---|---|---|---|
| 1 | Re-field pricing ladder with corrected prompts + Spanish copy | Several respondents flagged missing statements; fixing this increases data validity and segment precision on the $9.99/$14.99 thresholds. | 6Seeds Research Lead | Low | High |
| 2 | Landing page concept test: $9.99 Event Pass vs. $14.99 Standard | A/B test ‘Cancel anytime, no hidden fees’ and ‘Blackout clarity’ messaging to measure intent lift in rotational and mobile-first segments. | 6Seeds Growth Marketing | Low | High |
| 3 | Blackout coverage explainer + ZIP lookup prototype | Blackout uncertainty is a top conversion blocker; a simple coverage checker reduces perceived risk at the point of decision. | 6Seeds Product Strategy | Med | High |
| 4 | Data Saver/Low-bandwidth mode messaging test | Rural/mobile users view buffering as paying for ‘nothing’; positioning a low-data mode increases acceptability at $9.99–$14.99. | 6Seeds Product Strategy | Med | Med |
| 5 | One-in/one-out budgeting helper | Embed a simple ‘pause Netflix this month’ calculator to align with rotation behavior and reduce purchase friction. | 6Seeds Growth Marketing | Low | Med |
| 6 | Spanish-language creative for mobile-first trialers | Price-sensitive bilingual households over-index on clips/OTA; tailored creative can unlock event-month intent. | 6Seeds Growth Marketing | Low | Med |
Initiatives (30–90 days)
| # | Initiative | Description | Owner | Timeline | Dependencies |
|---|---|---|---|---|---|
| 1 | Pricing & Packaging Experiment Program | Run multivariate tests of $9.99 Mobile/Event Pass (1 stream, no DVR, data saver), $14.99 Standard (2 streams, DVR), and $19.99 Premium with add-ons. Measure conversion, churn, and substitution across segments. | 6Seeds Product Strategy | 8–10 weeks | Legal/rights guidance on blackout language, Growth Marketing for acquisition traffic, Data Science for experiment design/analysis |
| 2 | Blackout/RSN Clarity & Rights Mapping | Inventory top-market rights and produce a consumer-facing coverage blueprint with simple rules-of-thumb. Validate comprehension via UX tests. | 6Seeds Partnerships | 6 weeks | Rights/legal teams for current/future inventory, Design for coverage UX and copy |
| 3 | Low-Bandwidth Playback & Offline Highlights Pilot | Prototype a Data Saver player profile and offline highlights package; lab-test on constrained networks and field-test with rural panelists. | 6Seeds Engineering (prototype) + Research | 12 weeks | CDN/encoding partner, QA on low-spec devices, Rural/mobile user panel recruitment |
| 4 | Rotational Subscriber Lifecycle & Promo Cadence Model | Model seasonality-driven months-per-year, optimal event-pass windows, and promo timing that maximizes LTV with minimal cannibalization. | 6Seeds Data Science | 8 weeks | Experiment data from pricing tests, Finance inputs for LTV/CAC assumptions |
| 5 | OTA Companion & ‘Watch Free or ESPN?’ Planner | Build a planner that shows what’s free via OTA vs. on ESPN this month, reflecting real user behavior (antenna + clips + paid for big events). | 6Seeds Product Strategy | 6 weeks | Content/EPG data feeds, Antenna/retail partner for co-marketing |
| 6 | Account Sharing Policy & Family Add-on Study | Conjoint and message tests on device limits, household definition, and a <$3 family add-on to deflect backlash while limiting abuse. | 6Seeds Research Lead | 4 weeks | Legal/policy constraints, Pricing experiment integration |
KPIs to Track
| # | KPI | Definition | Target | Frequency |
|---|---|---|---|---|
| 1 | WTP Conversion at $9.99 | Percent of target respondents selecting ‘Definitely subscribe’ for a $9.99 offer after blackout/cancel-ease disclosures. | ≥ 45% in mobile-first and rotational segments | Weekly during tests |
| 2 | Event Pass Take Rate | Share of ESPN DTC conversions opting for a 30-day Event Pass vs. recurring monthly. | 35–50% in peak months (playoffs/football) | Weekly |
| 3 | First-30-Day Churn | Percent of new subscribers cancelling within 30 days; segmented by tier. | ≤ 20% for Standard; ≤ 60% for Event Pass | Weekly |
| 4 | Blackout Clarity Score | Percent of prospects who correctly identify whether their local team/game is viewable after using the coverage explainer. | ≥ 85% correct comprehension | Monthly |
| 5 | Low-Bandwidth Quality Acceptance | Percent of rural/mobile testers rating video quality ≥4/5 using Data Saver profile. | ≥ 70% | Monthly |
| 6 | Substitution Index | Average number of other services paused/cancelled per ESPN active month (one-in/one-out behavior). | ≥ 0.8 (confirms realistic budgeting and pricing power in event months) | Monthly |
Risks & Mitigations
| # | Risk | Mitigation | Owner |
|---|---|---|---|
| 1 | Rights/blackout constraints limit access to key local or college games, depressing conversion. | Publish clear coverage maps, stage markets by parity, and model an RSN add-on if needed. | 6Seeds Partnerships |
| 2 | Price misalignment with market WTP leads to low adoption at $19.99+. | Anchor $9.99 Event/Mobile and $14.99 Standard; use down-sell flows and seasonal promos. | 6Seeds Product Strategy |
| 3 | Cannibalization of ESPN+ and residual pay TV value. | Segmented offers, grandfathering paths, and minimal overlap in rights; monitor cannibalization KPIs. | 6Seeds Finance + Product |
| 4 | Anti-sharing enforcement triggers user backlash and churn. | Soft enforcement, clear household rules, and a low-cost family add-on. | 6Seeds Legal/Policy |
| 5 | Bandwidth/quality issues in rural markets undermine perceived value. | Deploy Data Saver, offline highlights, and improved ABR; preflight market network tests. | 6Seeds Engineering |
| 6 | Survey instrument errors and sampling bias reduce confidence. | Re-field corrected/translated survey, weight to census, and add discrete-choice modules. | 6Seeds Research Lead |
Timeline
Weeks 2–6: Run pricing A/Bs (Event vs. Standard); start blackout comprehension UX tests; begin Data Saver pilot scoping.
Weeks 6–12: Field low-bandwidth pilot; build OTA Companion MVP; develop lifecycle/LTV model; share interim readout.
Months 3–6: Scale winning price/messaging; finalize rights clarity plan; test family add-on.
Months 6–12: Productize coverage checker and Data Saver; refine seasonal promo cadence; deliver final strategy with modeled ROI.
Objective and context
We set out to understand how an ESPN direct-to-consumer (DTC) service would affect long-term outlook: who adopts, at what price, what they cancel, and which bundles win. The inquiry spanned current sports-viewing behavior, price willingness, and likely substitution choices to identify growth levers and risks.
What we heard
Households have shifted to a low-cost, on-demand-first routine anchored in highlights/clips and free over-the-air (OTA) antennas, with selective, month-to-month paid streaming for big moments. In our panel, 96.9% rely on highlights/clips, 73.4% use OTA, 51.6% use league/ESPN apps tactically, 20.3% spin up full live-TV streaming bundles seasonally, and only 3.1% keep cable/satellite-primarily for reliability or local-team packages. Time/attention limits and distribution frictions (blackouts, bandwidth) shape behavior and push people toward antennas, temporary subscriptions, and even account-sharing.
- “If it’s a must-watch Buckeyes thing, I’ll fire up an app; otherwise I’m catching the good parts after work.” – Tina Anderson
- “I use an antenna at home. No cable, no live streaming. If I miss it, I catch clips when I’m on Wi‑Fi.” – Nicholas Tinoco
- Cable-retainers are a tiny minority: “Still stuck with a modest cable package for Ravens and Orioles.” – Jack Davis
Willingness to pay and adoption drivers
Price sensitivity is pronounced and consistent: $9.99 reliably converts; $14.99 is conditional/short-term; $19.99 is borderline (often for a single playoff month); $24.99–$29.99 is broadly rejected for recurring use. A 6–10% micro-segment will not label any price “definite,” reflecting low interest or insistence on total-price clarity. Beyond price, conversion hinges on blackout clarity, DVR/multi-stream, cancel-ease/no hidden fees, and low-bandwidth reliability.
- “Definitely subscribe: $9.99; Might: $14.99; Probably not: $19.99; Definitely not: $24.99 or $29.99.” – Spencer Pavone
- “Even $9.99 is a one-month-in-then-cancel around a big game.” – Maria Romero
- “If it’s blackout-free … with DVR and two streams, I could nudge Might to $19.99.” – Marvin Aris
Substitution is one-in/one-out: respondents won’t stack costs. They would cancel ESPN+ if content overlaps, pause or downgrade general entertainment (Netflix, Hulu, Peacock, Paramount+), or trim live-TV bundles if DTC ESPN removes blackout risk.
- “ESPN+-If the new ESPN covers that content, I'd cancel ESPN+.” – Spencer Pavone
- “Netflix-I'd pause it for the month I grab ESPN, or downgrade to the ad plan.” – Jennifer Gutierrez
- “I’m not cutting the cord out here-blackouts and MASN keep me tethered.” – Jack Davis
Persona correlations
- Rural/spotty broadband: OTA + clips; event-month buys only. Adoption depends on low-bandwidth playback/offline highlights and blackout clarity.
- Lower-income & Spanish-speaking: Highly price-sensitive; rely on OTA and social workarounds; will buy promo/event months when flexible.
- Mobile-first younger viewers: Phone-centric, clip-heavy; prefer low-priced mobile/event passes.
- Time-constrained professionals: Tactical, reliability-first; pay for marquee windows if blackout-free with DVR/multi-stream.
- Cable-retainers/RSN-dependent: Small minority; unlikely to migrate without RSN/local parity and reliability.
Recommendations
- Launch a <$10 Event/Mobile Pass (1 stream, data-saver) and a $14.99 Standard tier (2 streams, DVR); reserve $19.99 for premium add-ons only.
- Publish a blackout coverage checker (ZIP lookup) and plain-language explainer to reduce perceived risk at purchase.
- Ship a Data Saver mode and offline highlights for rural/mobile users to lift acceptance at $9.99–$14.99.
- Align with one-in/one-out behavior: in-flow prompts to pause other apps; clear “cancel anytime, no hidden fees.”
- Re-field the pricing ladder (including Spanish copy) to correct missing statements and refine segment estimates.
Risks and guardrails
- Rights/blackouts: If local/college rights are limited, conversion suffers; mitigate with transparency and staged market parity.
- Price misalignment: Avoid anchoring at $19.99+; use down-sell to Event/Mobile.
- Cannibalization: Manage ESPN+/DTC overlap with segmented rights and grandfathering.
- Anti-sharing backlash: Prefer soft enforcement with a low-cost family add-on.
- Bandwidth quality: Validate Data Saver acceptance in constrained markets before scaling.
Next steps and measurement
- In 2 weeks: A/B test $9.99 Event vs. $14.99 Standard with blackout/cancel-ease messaging and ZIP checker prototype.
- In 6–10 weeks: Run pricing/packaging experiments; lab/field test Data Saver and offline highlights with rural/mobile panels.
- By 12 weeks: Model rotational lifecycle (months/year, promo cadence) and quantify ESPN+/bundle cannibalization.
- KPIs: WTP conversion at $9.99 (target ≥45% in mobile/rotational segments), Event Pass take rate (35–50% in peak months), first-30-day churn (≤20% Standard; ≤60% Event), Blackout Clarity comprehension (≥85%), Low-Bandwidth Quality acceptance (≥70%).
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Which one of the following ESPN streaming options would you most likely choose? Options: Event Pass (mobile-only live access; $9.99/month); Standard (live access on all devices; $14.99/month); Premium (4K where available + 3 concurrent streams + cloud DVR; $19.99/month); Disney Bundle (ESPN + Disney+ + Hulu ad tiers; $24.99/month); I would not choose any of these.single select Identifies the preferred package architecture and price point to inform tiering and initial go-to-market.
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Please indicate the importance of each possible ESPN streaming feature using Best-Worst scaling (pick one Most Important and one Least Important each time you see a set): No blackouts on ESPN-aired games; Access to regional sports networks (RSNs) as an add-on; 3+ simultaneous streams; 4K/HDR where available; Low latency for live games; Cloud DVR/replay for full games; Multiview (watch multiple games at once); Clear pause/cancel anytime with prorated refunds; Spanish/alternate language audio; Per...maxdiff Prioritizes features that most drive adoption, guiding product roadmap and negotiation focus.
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How likely would you be to subscribe under each scenario? Please rate each on a 5-point likelihood scale (Very unlikely to Very likely): A) ESPN games have no blackouts; B) Local team games may be blacked out; C) Local games available with a $10/month RSN add-on; D) Includes Monday Night Football and most College Football; E) Includes NBA regular season but not playoffs; F) Live access limited to mobile devices only.matrix Quantifies adoption sensitivity to blackouts, RSN add-ons, and rights scope to steer rights strategy.
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If available today, how many months per year would you expect to keep an ESPN streaming subscription? Please enter a number from 0 to 12.numeric Estimates expected tenure/seasonality for revenue forecasting and staffing/marketing cadence.
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Which introductory offer would most increase your likelihood to try ESPN streaming? Choose the Most and Least compelling in each set: 7-day free trial; First month $9.99; Annual plan 20% off; Season pass (3 months) at 15% off; Money-back if a selected game is blacked out; $10 referral credit per friend; $20 streaming device credit; RSN add-on free for first month; Student/teacher discount; Ad-supported plan $3/month cheaper.maxdiff Identifies the highest-ROI acquisition incentives for launch promotions.
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Which sports or leagues would most influence your decision to subscribe to ESPN streaming? Select all that apply: NFL (Monday Night Football); College Football; NBA; MLB; NHL; Soccer (MLS/LaLiga/Bundesliga/FA Cup); UFC (fight nights/prelims); Tennis (US Open/Australian Open); Golf (PGA Tour); Formula 1; WNBA; NCAA basketball.multi select Surfaces content priorities to guide rights investments and seasonal marketing.
Sample: n=64 US adults from the “100 Americans” panel (broad US representation with many rural/price-sensitive households; 192 total responses).
Households default to highlights/clips and pair them with free over‑the‑air antennas; they use league/ESPN apps selectively and spin up live‑TV bundles month‑to‑month for playoffs.
Cable/satellite is rare and kept mainly for reliability/RSNs, while time/attention limits plus blackouts/bandwidth issues shape choices.
Willingness-to-pay is tightly clustered: $9.99 = converts, $14.99 = conditional/short‑term, $19.99 = borderline, $24.99+ = reject, and ~6–10% won’t “definitely” subscribe at any price.
Net-new spend is limited by one‑in/one‑out behavior-most would cancel ESPN+ if duplicative, pause Netflix/Hulu, shrink live‑TV bundles, and only a minority keeps cable for RSNs.
Decision takeaways: lead with a $9.99 event/mobile pass and a $14.99 standard tier; provide blackout clarity (ZIP lookup) and low‑bandwidth mode; guarantee easy cancel/no fees; plan for rotational subscribers and re‑field the pricing ladder with corrected prompts.
Conclusion: ESPN DTC can drive strong seasonal adoption, but lasting base expansion and ARPU gains require solving rights/reliability-otherwise the service will be a tactical add that displaces, not stacks, other subs.
| Name | Response | Info |
|---|