Success stories (U24: D1)
Learning outcome 1 (U24): Understand the products that are produced within and across media industries.
SUCCESS STORIES (U24: D1)
INTRODUCTION TO DISNEY+
Disney+ is a subsidiary of Disney Streaming. This streaming service, offered by The Walt Disney Company, provides a massive library of movies, shows, and exclusive originals from Disney, Pixar, Marvel, Star Wars, National Geographic, and more. Disney+ is available in over 60 countries and can be accessed on the internet or through their app on most devices. With a single subscription for £7.99 monthly or £79.99 annually, you can create up to five individual profiles, allowing everyone to simultaneously watch shows and movies on different devices.
(Screenshot by me: Disney+: 19/04/24)
CONTENT
Disney+ strategically extends its reach beyond the traditional family audience. While families with young children remain the primary target audience (hence the convenient five-profile option), the platform bears a surprising depth of content which targets and attracts a wide range and variety of audiences. This expansion is achieved by the inclusion of content from Disney subsidiaries like Marvel, Pixar, and National Geographic to be able to cater to every audience and not be limited to children. For example Pixar films would be targeted towards the younger demographic however the National Geographic section would target more towards audiences who enjoy historical and informative media content. Disney+ Recognises the younger audience's desire for fresh and exciting content as well as the wider target market they need to cater for, such as the older demographics. Disney+ prioritises airing new releases, ensuring a steady stream of trending entertainment, which ultimately refrains audiences from becoming bored with the potential lack of content Disney+ could offer. To enhance user experience, Disney+ provides a combination of specific categories consisting of LGBTQ+ content as well as personalised recommendations. Their clever "Because you watched..." feature allows viewers to discover hidden gems within the platform's elaborative library based on their favourite movies and shows they previously watched, which is a innovative way to be able to cater to each individual's specific preferences and thus appealing to a wider audience.
(Screenshots by me: Disney+:19/04/24)
TRENDS
As seen below, the statistic conveys that in 2022, Disney Plus gained 46.1 million customers, and on its very first day of launch, 10 million users joined on November 12th, 2019. Even though Disney Plus lost some subscribers, it still has over 50 million more subscribers worldwide than its closest competitor, HBO Max. These statistics convey the success of Disney+ within in 3 years and its popularity, as the subscribers are constantly increasing, although from 2020- 2021 the Disney+ subscribers are not that high, this is probably due to the lack of income individuals were receiving as a results of Covid. However, in 2022 is when it is evident that the subscribers significantly increased, possibly as a result of the impact of Covid decreasing such as individual's income, therefore more audiences are able to use their disposable income on luxuries such as the Disney+ subscription.
Displayed below, showing the annual statistics from 2020- the predicted 2025. In 2022, Disney Plus had a massive 164.2 million subscribers, a huge increase of 90.5 million compared to the year it launched in 2020 being 73.7 million. It is predicted that the number of Disney+ subscribers will keep increasing in the coming years. By 2025, it’s predicted to have 299.66 million subscribers, 45.25 million more than the estimated 2024 being 254.41 million, a growth of about 17.78% which suggests that the streaming platform is ever growing especially as Disney+ is continously releasing new media content on the platform within each category.
Although Disney+ is seen to be a growing platform in terms of its subscribers, the streaming platform Netflix, from Data, still takes the title of being the leading streaming service, this could be because Netflix may appeal to a wider audience as they have Netflix originals and many films that are not available on other platforms, such as the very popular comedy film 'White Chicks', which is only available on Netflix and Now TV without paying. Conveyed below. Netflix also newly introduced a new feature of using someone else account, if you know someone, for a discounted price from £6.99 to £4.99 which may be an attribute towards their mass audience and head lead, as Disney+ doesn't have this niche.
Disney+ was created to combine Disney's media productions with current ways of streaming. As a result, Disney+ was developed to provide viewers with a dependable and accessible way to contribute to Disney's media creations. The Disney+ plus streaming platform is available as an app for most devices, including Android phones. Being downloaded as an app contributes to the business's success since Disney+ allows their audience/customers to completely commit and make full use of the streaming platform, resulting in increased rates of streaming. Furthermore, Disney+ may be accessible via the web, eliminating the need for audiences to download the streaming platform separately. This assists the business's success, because audiences may want to watch content freely without needing to commit to the app, as the app does take up storage on a device which audiences may not want to use or may not have.
REACHABILITY OF AUDIENCES & ADVERTISING
Large billboards is one way Disney+ advertise. These billboards were exclusively placed in high-traffic regions of the United States and Canada when the streaming platform was originally introduced in those countries. The Disney+ navy blue house style was included on the billboards in addition to the well-known Disney emblem with the plus sign at the end. The reason the billboards worked so well was that they consistently featured a variety of characters, both older and newer cartoon characters, which matched the brand's tagline, "all your favourites and more". Disney used the phrase "all your favourites and more" to introduce Disney+, despite the fact that this was not the official brand slogan. The announcement said that all Disney productions, both old and new, could now be accessed on demand on a single platform. Furthermore, Disney+ has employed the technique of airing advertisements through its partnerships, including ABC and ESPN. Launched on August 23, 2019, the 'Start streaming now' advertisement was the first to openly declare the range of media productions in one succinct place. Because Disney+ is a subsidiary of Walt Disney, they have access to advanced technology that helps them target their particular demographic. As a result, they create targeted marketing campaigns based on their understanding of their target market. Disney+ uses cross-promotion to target their audience by leveraging their data. The goal of cross-promotion is to reach as many people as possible with several conventional and contemporary forms of advertising. Disney+ is a streaming service that targets people who have nostalgia for Disney films and other productions within the conglomerate and subsidiaries of Walt Disney such as Pixar. As a result, Disney+ concentrated its advertising efforts on its most well-known original Disney masterpieces. Disney+ also uses brand promotion to reach its audience across all of its subsidiaries. Disney+ advertises its subsidiaries Pixar, Marvel, National Geographic, Star Wars, and Star in order to reach their target demographic of consumers looking for family-friendly entertainment. Disney+ may reach a larger audience by marketing these subsidiaries. Disney+ ultimately reaches a wider audience, as people are made aware that they can watch shows and movies especially action films (unexpected to be on a supposed children's streaming platform), from multiple channels one one platform, such as National Geographic and Pixar, especially as Disney+ is available on portable devices such as a mobile phone, rather than having to watch films and shows on TV, being limited to your home, meaning it caters to every circumstance, which is also made explicit on their advertising billboards in the slogan "stream the best stories in the world. All in one place", shown below. As previously indicated, Disney+ uses a cross-promotional approach to advertising, and as such, it has employed a number of strategies to support the launch of Disney+.
DOWNFALLS OF DISNEY+
It can be difficult to identify Disney+'s downfalls given the streaming platform's success, but there are a few that prevent the band from realising their full potential and prevent Disney+ from dominating the streaming market. Disney's existing brand name is the first limitation or drawback that Disney+ encounters. Many people believe that Disney exclusively distributes media products that are appropriate for children because of the company's popularity throughout individual's childhoods. This is a setback for Disney+ since, despite the fact that they distribute media content rated 18 and up, many people may not be aware of this because of Disney's well-known brand identification.
DEVICES THAT CAN BE USED IN CONJUNCTION:
- Apple iphones/ ipads
- Android phones/ tablets
- Amazon fire tablet
- Windows 10/11 tablets and computers
- Playstation
- Xbox
- Apple TV (4th gen and later)
- Amazon fire TV
- Roku
- Chromecast
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