Disney is one of the biggest studios in Hollywood. They had already sold the distribution rights, which would bring in billions of dollars every year, then why invest billions developing your own streaming platform? Knowing the marketing strategies of Disney, we can safely guess that it was no mistake. Disney is knowing for looking at the bigger picture and thinking ahead, an ideology that they have inherited from none other than Walt Disney himself.
With increasing dependency on technology, the way of consuming content has shifted drastically now. People prefer watching their favourite movies from the comfort of their house. After the launch of Disney Plus, they have full control of where and how their shows and movies would be launched. With the release of highly anticipated shows like Loki and The Mandalorian, Disney was able to gain several million new followers who signed up just for these shows as they could not afford to miss watching their beloved villain Loki.
Since these shows and movies are not available on any other platform, it gives Disney the upper hand with its exclusive content. Another reason for the launch of Disney Plus could be to gain easy access to consumer data. In today’s world having access to customer data provides you the opportunity to improve your product performance and give customers what they really want. With the help of Disney Plus, they would be getting access to Customer Name, Date of Birth, email id, Credit Card details etc.
But why do they need the data?
The answer is simple, to improve the brand performance. With the help of this data Disney will be able to monitor and track its user behavior. Disney earns a lot of money from selling its merchandise therefore by understanding what customers want, they will be able to improve their sales. Not just this, with the data of the current user base, they will be able to find a pattern and target its potential customers.
Is it worth the billion-dollar investment?
With the consumer data, they can give customers what they want and having their own streaming platform gives them complete control over their licensed content. For kids, Disney Plus provides all of its Disney movies and shows along with Pixar movies. For adults, it has the complete collection of MCU’s (Marvel Cinematic Universe) movies. Having a wide variety of exclusive media content leads to improved customer satisfaction and higher profits, which is the ultimate goal.
____________ Surabhi SRIVASTAVA
Word count: 409
Works Cited –
Journal, W. S. (2021, February 19). How Disney+ Became a Streaming Service Heavyweight. Retrieved from Youtube: https://www.youtube.com/watch?v=MVuBMhXhLks
Runkevicius, D. (2020, July 8). The Real Reason Disney Launched Disney Plus. Retrieved from Forbes: https://www.forbes.com/sites/danrunkevicius/2020/07/08/disney-master-plan-with-disney-plus-that-no-one-is-talking-about/?sh=23531fae49d3
(Runkevicius, 2020)
(Journal, 2021)