While Disney will be new to the streaming world starting on November 12, their marketing has been a powerhouse that will be a force to reckon with. There is one major difference that Disney has that ever other streaming platform didn’t start with, a known brand that has been around for more years than Netlfix, Amazon Prime and Sling combined. What many people don’t know is that Disney owns everything under the sun. Okay, maybe not everything, but they do own ABC, ESPN, Marvel Studios, Lucas Films, 20th Century Fox, and that’s just the start of it. When Netflix first got started into the streaming service, they didn’t have these powerhouses already established, they had to slowly build their brand recognition and content simultaneously.
How has Disney been using all of these assets to market their new streaming service? The answer, every way possible. This past week, Tom Bergeron, the host of the ABC reality show “Dancing With the Stars,” looked into the camera at the start of a recent Disney-themed episode and made a forceful sales pitch. Disney Plus, a new streaming service, was arriving on Nov. 12, he told the seven million people watching at home. With his voice rising, he added, “It’s available for you to pre-enroll right now!” This is only one small example of how Disney continues to add subtle hints on their plethora of channels and services that Disney+ is coming.
Not only does Disney have multiple television channels and networks, they also have theme parks, hotels, cruise lines, retail stores, and more. All of which have been pushing and promoting the new streaming service.
“Think of Disney like a giant pinball machine, with content and initiatives pinging between divisions in an effort to drive up the ultimate score,” said Gene Del Vecchio, a marketing professor at the University of Southern California’s Marshall School of Business.
I’m interested and excited to see the new streaming service that Disney will offer. With a competitive price of $6.99 a month, it will be interesting to see how they compete with heavy hitters of the streaming world. They do have a huge marketing and influence advantage to build up the service, something that the others didn’t have. Let’s see if Disney can continue to capitalize on it and continues to market the wazoo out of the new streaming service.
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