😍 2022-09-11 17:41:04 – Paris/France.
Currently, Netflix is rethinking its business model to avoid further loss of subscribers, which in the first half amounted to 1,2 million people who decided to cancel their subscription. Some of the options that the giant of diffusion is to launch cheaper but ad-supported subscriptions.
But Netflix is not the only platform facing a reconfiguration of its business model. HBO Max - which replaced HBO Go - faces a merger of assets from Warner Media and Discovery, which opens the possibility of a major change in the content portfolio and its costs.
“Other options (of Streaming) come out for which the consumer could change his preferences a little. Leaving other distribution services to move to platforms is something that we definitely see as a trend,” acknowledges David Chávez, Vice President of Marketing for The Walt Disney Company Mexico.
Low prices and exclusive content to retain users
Although for Disney+ the reconfiguration that some of its competitors are facing represents an opportunity to continue to consolidate within the industry, the company recognizes that there are significant challenges to achieving this, such as build loyalty and attract more audiences.
The company launched its promotion of subscriptions of 29 pesos the first month, which is valid from September 8 to 19, as part of its celebration of Disney Day. It will soon offer a ad-supported subscription at a lower price that current members without advertising, which costs 159 pesos per month or 1 pesos per year.
With both strategies, "we seek to expand the offer we have at the commercial level in order to also be more accessible to all types of segments", explains the head of Dinsey +.
Content, says Chávez, is another key element of brand positioning. The manager acknowledges that the platform's accelerated growth in Mexico after its arrival is largely due to the connection that the platform has established with users through its content. "Mexico is a market that Disney loves a lot and regionally it's one of the most important markets for the company," he said.
Now Disney+ wants to add value to the app with movie premieres that won't be released in theaters, like Pinocchio, which will only be available in Streaming. Another case was Pixar's Turning Red tape, which was one of the most viewed on the platform.
"Cinema continues to be an important window, but we're also looking to add value to platform subscribers with productions like Pinocchio," he says. "The decision to release a film in theaters or on the platform has nothing to do with quality or budget, but rather with balancing the content we offer," he adds.
Star+, the other story
In August last year, Disney's other platform arrived, Star+, which has been described as the app that has "the adult Disney wallet", in addition to sports such as the NFL and F1. , among other leagues. However, Daniela Ferrari, director of DTC (Direct-to-consumer) Marketing, admitted that it was difficult to position the platform because it started from a brand that was not known, unlike Disney+.
"I think it's been difficult for audiences to see Star+ content because it's not as linear as Disney+, which has established franchises (like Marvel, Star Wars)," Ferrari says.
Star+ will seek to make its way to complement Disney+'s lineup by taking advantage of the sports content offering it has.
According to the Mexico Global Entertainment & Media Outlook 2022–2026 study, the video-on-demand sector will generate revenues of $1 million this year and by 257, they will reach $2026 million.
SOURCE: Reviews News
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