The land of Mickey is making changes. For ages, Disney has focused on signing up subscribers as a way to disrupt Netflix and the streaming business. The entertainment giant is now changing tactics by providing a more Netflix-like experience at Disney+, Hulu and ESPN+ in order to reach profitability.
Addictive vs engaging...there's a fine line between addictive and engaging content. Disney is walking that line to keep viewers subscribed, and it's attempting to find some balance by emulating streaming leader, Netflix. At a high level and this is true for all streaming services, there are essentially three buckets to consider: content strategy, personalization, and interconnectivity.
In terms of content strategy, Disney+ viewers are already seeing those changes. Like Netflix, Disney+ is pumping out a lot of content, with new shows and movies added regularly, which gives viewers a reason to keep coming back to see what's new. An important element here is variety. Disney+ is offering a wide variety of content, including Marvel, Star Wars, Pixar, and National Geographic, alongside their classic library. An interesting twist if you will is Disney's strategy towards serial releases. Similar to Netflix, Disney+ is moving away from traditional all-at-once releases for some shows and leveraging staggered episode releases to viewers engaged over a longer period.
Personalization is more important than ever, and this is an area that Netflix has arguably struggled with. For example, recommendations or suggested content are often more miss than hit on Netflix. Better algorithms may be a key area for Disney+ to stand out in terms of serving up and suggesting shows and movies viewers might enjoy based on their watch history. Done in conjunction with its focus on variety, Disney+ has the opportunity in differentiating and excelling in this area.
Interconnectivity is not something that's mentioned often, but Disney has a unique opportunity to differentiate itself. Call it shared universes, but Disney+ is building on interconnected franchises like Marvel and Star Wars. This certainly can be leveraged to encourage viewers to watch everything to understand the bigger picture and creates a sense of following a larger story. The other area that streaming services including Netflix are now trying to tap into is short-form content. This is an area that has YouTube into the streaming leader that even has Netflix feeling envious. For now, Disney+ has been introducing short "behind-the-scenes" content or mini-series that tie into existing shows, giving fans extra reasons to stay invested. There are plenty of opportunities to expand into other areas.
Ultimately, Disney needs to continue prioritizing quality storytelling. Addiction may get eyeballs, but it's engagement that builds subscriber loyalty https://lnkd.in/gEJf2KR9 #disneyplus #hulu #espn #streaming #subscription #engagement
EVP of Film and Television Production at Crystal Ship Artists Agency
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