In comparison with competitors such as Netflix or Apple TV Plus, Disney + is uniquely situated. It is not a new space where viewers can view a wide, varied selection; it is rather a game to sell to customers what they already know.
The line-up of Disney originals is not as important as the hundreds of films and thousands of episodes of TV programs & # 39; s with which it is launched on the first day. Almost every chapter of the Marvel Cinematic Universe will be available for streaming. The same applies to the Skywalker saga and the entire Pixar library. Subscribers can binge-watchen every time High School Musical film and visit classic shows such as That's So Raven, The Suite Life or Zack and Codyand Hannah Montana.
Former Amazon Studios strategist and industry expert Matthew Ball put it best in an essay Redef: "The Disney brand is self-evident and requires no training." It doesn't have to go into the idea of what people get for $ 7 a month. Many potential subscribers are already loyal Disney customers. They spend money in cinemas to watch the new Frozen term or Star Wars movie; theme park day trips are organized with friends and family; Spider-Man T-shirts are purchased and Olaf hugs are gifted. These customers are already in the Disney ecosystem. Subscribing to Disney + will be the obvious next step.
"Disney + makes Disney grow and hatch fans' affinity in new ways," Ball wrote in a separate essay. “Through series such as WandaVision and Ms Marvel, the company will be able to raise awareness of and love for lesser-known / beloved characters without having to release films that have to earn $ 500 million to break even.
Company executives are aware of their treasure room. CEO Bob Iger has told investors in recent months that Disney's franchises are the company's crown jewel when it comes to building a subscriber base. "We assume a position of strength, confidence and unbridled optimism," Iger told investors during a Disney + media day in April. Many of those franchises are perfect for families and cutters who may not want to trust YouTube to entertain children.
However, it is not only good for families. A recent study provided to The edge by UTA IQ, the data and analysis group of United Talent Agency, discovered that families are no more or less likely to subscribe to Disney + than households without children. Limited tests in the Netherlands yielded comparable results for Disney managers – something they were just as surprised and excited to discover.
Kevin Mayer, Disney & # 39; s head of the direct-to-consumer product, told a group of reporters in New York last week that it was a "really nice confirmation" that Disney + would appeal to people other than children. "The only thing we can worry about is that people will think of Disney + because of the Disney brand only as a service for children and families," Mayer said. "And it really isn't. We position it to be very different."
Other companies are trying to copy the success of Disney. HBO Max from WarnerMedia and Peacock streaming services from NBCUniversal are currently spending hundreds of millions of dollars to get the streaming rights back for their own shows. friends WarnerMedia cost $ 450 million while The big bang theory reportedly this cost between $ 500 million and $ 1 billion. NBCUniversal has apparently also spent more than $ 500 million to recover the streaming rights The office.
Having large franchises that people want in their lives is not only crucial for a company to succeed, but also for subscribers. That is part of what made Netflix so successful when Disney, WarnerMedia and NBCUniversal licensed their series and films for the service. Now Netflix is trying to build its library, among other things by finding its own successful franchises. Think about Weird stuff, a show that a large part of the audience enjoys from Netflix, but even more. Ted Sarandos, Chief Content Officer of Netflix, recognized in a recent call from investors that "established IP has a leg up with consumers."
“We see the value of franchises such as Weird stuff and Black mirror… but great stories are important and the way they reach consumers, "Sarandos said.
When Disney + was launched in the early hours of the morning on November 12, Twitter lit up with screenshots of new Disney + subscribers who eagerly watched the first episode of The Mandalorian. In the hours that passed, those screenshots turned into people rediscovering classic films they missed, as in 1941 Dumbo; childhood favorites such as The lionking; or TV series such as X-Men: Evolution or Darkwing Duck they have not looked at in years. As the Disney + launch morning progressed, it became very clear that people just wanted to embrace the shows and movies they grew up with. That is a weapon that only Disney can handle.
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