When Disney announced plans for its streaming service, Disney+, the goal was clear—don’t try to compete with Netflix directly, but instead, offer an alternative for families looking to have a one-stop-shop for kid-friendly entertainment. Oh yeah, and also attract those adults who have extreme nostalgia for all things released by the Mouse House. And according to a new report, the studio is succeeding wildly on the first effort.

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Per a Deadline report, UK market research firm, Ampere Analysis, has released findings related to the demographics that are currently subscribing to Disney+. And predictably, the results are skewing toward families with young children. However, the number of families, relative to the population of the US, is truly startling.

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Apparently, roughly 50% of all US households with a child under the age of 10 have already subscribed to the Disney+ streaming service. That’s an incredible market penetration that is shocking for a service that only debuted in November. Also rather shocking is the fact that 41% of people aged 18 to 24 have access to the streaming service, and they put “The Mandalorian” and the Marvel Studios films as the primary reason for being interested in the service.

The report claims that 55% of all subscribers to Disney+ are families with children and 20% are folks aged 18 to 24.

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The market research film says that Disney has done a great job targeting its most important demographics (obviously), but that there is still room to grow. The report points to deficiencies such as a lack of consistent original content and a need to make sure it retains the customers it currently has. Also, if Disney does want to make its streaming service an eventual competitor for Netflix, it’s going to need to expand past the nostalgia-prone adults and families and attract the people that just want quality content that doesn’t necessarily skew towards children.

Disney+ is about to launch in Europe on March 24 and will eventually expand worldwide in the months to come.