Shares of Disney (DIS) - Get Report are rising following a UBS survey suggesting that the company's opportunity with Disney+ is even bigger than Disney itself thinks. 

A UBS survey showed that there was "strong interest" in Disney+, with 43% of UBS survey respondents saying they were interested in subscribing. That is higher than the 20% to 30% U.S. broadband household penetration Disney expects by 2024. 

That 43% number is high especially considering the fact that Disney+ doesn't launch until November and "marketing for the service has yet to hit critical mass."

UBS has a buy rating and $165 price target on the company, implying a 17% upside from the stock's previous closing price. 

Of the 1,000 survey respondents, 67% said they would not cancel their current video streaming services, but of those intending to subscribe, 57% said they would cancel at least one of their other video-streaming services. 

In May, UBS published a similar survey, which also found that 43% of respondents would be interested in Disney+. 

Disney is a key holding in Jim Cramer's Action Alerts PLUS charitable trust.

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