admin Disney has prioritized its streaming services by launching Star in a number of international markets. The company launched its general-entertainment Star brand (which started in India) in Australia, New Zealand, Canada, and Europe, as a new tile in the Disney Plus app. Last week, the entertainment stalwart announced that it had commissioned at least 10 European titles for Disney Plus and Star.
Conquering the Global Market
For decades, Disney has positioned itself as an entertainment leader across the world with its beloved IP, mainly through theatrical movies and theme parks. It has primarily exported Disney’s US-based franchises to the world. Disney Plus’ early strategy mostly followed its tried-and-true playbook, but now the company is looking beyond its well-known IP like Marvel and “Star Wars”. The company plans to achieve 300-350 million subscribers across the world by 2024.
Following the Netflix Model
The most noted rival for the Disney endorsed platform will inevitable be Netflix. According to recent data, commissioning content from local hubs gives Netflix a springboard into non-US markets as that becomes an increasingly bigger customer base. This will be the basic strategy to emulate for the new entrants in the field of global streaming. Disney plans on expanding its services on this seminal premise.
The rapid growth of the platform’s allied streaming sites like Hulu, warrant the logical decision to expand the reach of the network further. Although, Disney does not have any plans to expand the Hulu network outside the US for now, it does have a potent strategy to ensure the initiation of a global streaming empire- much too similar to that commanded by the streaming giant Netflix. The avowed change in Disney’s strategy for global dominance remains that it must follow the Netflix model as closely as possible. As Disney grows its streaming business outside the US and it becomes a bigger part of its revenue, it will tailor more of its content to international subscribers – just as Netflix did. Disney is already ramping up development of international originals for Disney Plus and Star.
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