New Disney+ will create the most love and desire on day 1

Posted on Posted in How to Guide for Marketers

With Disney+ every day will be like going to Disney World. While every other streaming service exerts effort to create content to fill up their pipeline, Disney+ starts with 90 years of the most loved family movies, the most innovative animated movies with Pixar, the best action heroes with Marvel, the most viewed movie franchises with Star Wars  and a library of 20th Century Fox movies. While we can debate whether the streaming services should be the producer or the carrier of content, Disney has vast experience in both. Disney+ will be the carrier, while the Disney production house will be the producer. They have long experience in not interfering with one another.

Streaming TV is going to get messy, but in terms of positioning, Disney is the clear winner on day one

TV is changing right before our eyes. Within the last 40 years, we have seen two gigantic shifts, going from bunny ears to cable in the 1970s/80s, and now cable to streaming. While a few people out there keep showing charts about traditional vs. digital, I would argue the average consumer does not care HOW they get their TV; they want more of it, hopefully, high quality, and for the best price possible.

 

Let me simplify this. We love TV. We don’t care how it is delivered. Do we? 

We have proven we will spend $100 for a lot of content, organized by channel types. By 2025, we will likely pay $100 for a lot of content, organized by content type, possibly across a handful of streaming services. If you don’t have smart TVs and devices all over your house, you will soon.

While brands race to win the streaming wars by 2025, that might only be stage one. We will see companies continue to take a shot at this market and fail. 

  • Apple
  • Microsoft
  • NBC Universal
  • CBS/Viacom
  • Sony
  • Google
  • Facebook
  • Twitter
  • Samsung
  • Alibaba
  • AT&T

Anyone else? This could end up looking like a dance off, with partnerships, eliminations and consolidation.  

We can already define Disney+

On day 1, Disney will be defined by the quality and well-known reputation of its content. Most services will, but we already know and love a ton of the content they will carry. They will launch with original films and television series based on Disney movies, Pixar, Marvel, Star Wars, National Geographic and 20th Century Fox. 

Disney

  • Lion King
  • Aladin
  • The Littlest Mermaid
  • Frozen
  • Bambi
  • Tarzan
  • Snow White

Pixar

  • Toy Story
  • Monsters Inc
  • Finding Nemo
  • The Incredibles
  • Cars

Marvel

  • X Men
  • Deadpool
  • Spider-man

20th Century Fox

  • Star Wars
  • Avatar
  • Titanic
  • Bohemian Rhapsody
  • Planet of the Apes
  • The Sound of Music
  • The Grapes of Wrath
  • Hidden Figures
  • Lincoln
  • Home Alone

On top of that, Disney owns ABC and ESPN TV stations, which will be included in the US market, but I predict they could be coming to other markets within a few years. 

 

I can no longer define Netflix

High-quality content with the movie-like quality. Easy to access and commercial-free. With others now entering the streaming space, won’t Netflix now have to define itself so that it can compete? I’d already say the quality has fallen; HBO seems to have the most consistent content. I see Netflix entering into reality type TV shows with cooking and dating type shows. Many of their latest movies have a made-for-TV quality to them. 

Now that streaming is a commodity; I no longer know how to define Netflix. Can you? 

If I were Netflix; I’d be scared. In the last six months, taking out some market fluctuations, Disney valuation is up 18%, while Netflix is down 13%. I think the market might still be underestimating how crazy consumers will feel about Disney+

Amazon and Apple could end as carriers more than producers

Whenever I have that debate on if you are a carrier or a producer, everyone seems to want to say BOTH. 

While Amazon has produced some great content in the last few years, that’s likely not their greatest strength. As someone who orders $5 items for next day delivery on my Amazon Prime account, I see Amazon’s longer term win is they will have access to the largest network of eyeballs for any producer who wants their content to be viewed. Just as they are turning into the world’s largest retailer, they could turn into the world’s largest movie and TV house. 

 

As it appears Apple is willing to carry anyone in their news service, we could see the same as they get set to launch their own streaming service. While I can’t predict if Apple will be successful, shifting a corporate culture from producing cool gadgets into producing cool stuff could be a gigantic learning curve. Yes, they have access to billions of consumers worldwide, why not just acquire Netflix? Is an offer of $150 Billion fair?

 

The big question; when do these streaming services start taking advertising?

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