Disney+ Wants to Make You Finish What You’ve Started — Report
Hours after Nielsen’s latest The Gauge report revealed that streaming now accounts for a record percentage of American television consumption, Disney’s finest minds are working harder than ever to make you stream even more.
According to a new report in the Wall Street Journal, the entertainment giant is designing a new arsenal of features designed to make viewers spend more time engaging with content on its Disney+, Hulu, and ESPN+ streaming services.
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These changes include updates to algorithms to offer more personalized recommendations, custom promotional art for original series that’s designed to match a user’s tastes, and even email reminders encouraging viewers to finish shows that they started watching.
The new features are designed to make it easier than ever to find new shows to watch, but Disney is apparently open to the possibility that picking a show based on recommendations of an increasingly sophisticated algorithm might still be too much work for some. Per the report, the company is also considering adding linear channels to its streaming services that broadcast films and shows from its most prolific properties on a constant loop, perfect for viewers paralyzed by indecision.
Two possibilities being considered are a channel devoted to constantly re-running old episodes of “The Simpsons” and one that replays films from the Marvel Cinematic Universe.
A representative for Disney declined IndieWire’s request to comment on the report.
As streaming services continue to consolidate and vie for attention, investments in technology infrastructure have become almost as important as investing in content. Netflix’s algorithm remains the envy of the entertainment industry, while newer competitors like Max and Paramount+ were once ridiculed for their user interfaces upon launching. After years of spending heavily on content designed to lure new subscribers, Disney’s new features, which could begin launching within the next six months, appear to be a move to ensure that its streaming services remain top of mind for its existing subscribers.
Disney has roughly 230 million streaming subscribers across all its platforms and is chasing Netflix’s 270 million globally. Many of the new features Disney is reportedly trying are things Netflix has already perfected, and WSJ reported that Bob Iger has been sitting in on regular streaming strategy meetings ever since he came back as CEO in an effort to emulate what’s made Netflix dominate the streaming race. Though even Netflix doesn’t have the luxury of 35 seasons worth of “The Simpsons” to potentially play on an endless loop.
Disney+ was one of four major streaming services (along with Netflix, Max, and Tubi) that reported a double digit increase in usage in June. The service grew by 14.5 percent, ultimately accounting for two percent of America’s television viewing for the month. Hulu accounted for three percent of the nation’s total viewing. ESPN+ was not included on the list, as it did not meet the minimum threshold of one percent.
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