How disney markets Disney+

1. Marketing a
Streaming Service
Paul Gregowicz

2. Overview
● Arguably in 2019, Streaming services have
become more widely used than a cable
subscription
● There are many different services to fit your
tastes and needs

3. The Purchase of Fox Family Worldwide
Today, we see Disney everywhere. They are one of the largest media conglomerates in the
world right now, currently holding about 40% of the United States film and television industry.
How did this happen? The first acquisition that we can really start to see some steam building on
this empire train was in 2001 with the acquisition of Fox Family Worldwide, or as we know it
today ABC Family. The company was bought by the Walt Disney Corporation for 2.9 Billion
dollars. This opened up so much for them as it included 2 smaller companies that would prove to
be profitable for their children’s entertainment.

4. Acquisition of Pixar
In 2006, Disney made the Purchase of Pixar Animation Studios for 7.4 Billion
dollars. At this time Pixar was just beginning to flourish as an animated feature
film studio, from its first animated short Luxo Jr., to feature length hits
produced by Walt Disney Pictures such as Toy Story 1&2, Monsters INC., and
Finding Nemo. Disney was pleased with the companies work and decided to
acquire the company as they saw it was very profitable and making a name for
itself in the film industry, earning 15 Academy Awards by 2006. After the
merger, Pixar continues to see success to this day.

5. Other Acquisitions
● In 2009, Marvel was purchased by Disney for $4
Billion
● Also in 2009, Disney purchased a 30% stake in
Hulu (Grew to 60% after fox merger)
● In 2012, Disney approached George Lucas and
purchased Lucasfilm and its subsidiaries for $4.06
Billion

6. Acquisition of 21st
Century Fox
In 2019 Disney purchased 21st Century Fox for
71.3 Billion dollars. Fox also being a huge media
conglomerate had its own visions for growth but
an opportunity to merge the companies showed
itself which the Murdoch's saw as beneficial to
both Disney and Fox. With 10 years to build an
empire and with the growing trend of online
streaming, Disney saw a major opportunity that
would shake the streaming scene.

7. Disney+
Shortly after the Fox acquisition, Disney announced its new streaming service: Disney+.
Disney+ would act as a single location to host media produced by Disney, Pixar, Marvel, Fox,
National Geographic, and Star Wars. Nearly 500 films, 7.5 thousand episodes of TV shows. With
such a huge library of content this single streaming service acts as a direct competitor to Netflix.
As Disney owns Hulu, they now occupy 2/3 top spots of online streaming. Since it’s release on
November 12th, it’s already gained more than 10 million subscribers in its first week. Part of
this success is how Disney has marketed this platform. They’ve announced 3 original Star Wars
shows, and 8 Marvel shows. These shows will all have the budget and production value of their
feature length counterparts. Adding to the hype that would want to make you subscribe to this
service.

8. Competitive Pricing
Disney have also priced this service competitively against Netflix,
Disney+ costs $6.99 a month, vs Netflix’s $12.99 a month. To add
insult to injury Disney has bundled Disney+, Hulu, and ESPN+
together for $12.99 a month. Literally three for the price of one.

9. Closing
Disney is a great example on how to market a service
like this. They’ve put everything that people want in
one place. Easy to access, and they have a smile on
their face while doing it. It shows in their success and
should be a model of excellence for yours.