In a world where the top streaming services are constantly expanding their offerings, Disney Plus is the latest platform to bring forward a potential new avenue for movies and shows that also includes gaming and shopping experiences.
That's right. Disney Plus subscribers could soon be able to play games and shop while watching their favorite TV shows and movies if the streamer decides to go ahead with the new offering. Following the launch of Disney Plus subscription bundles (including a standard subscription with ads), the platform is considering launching new channels to further improve the experience on its app while attracting more advertisers and brands.
Speak with Variety, president of Disney's ad sales Rita Ferro hinted that the next steps in Disney Plus' expansion will sharpen the interactive sides of streaming for both users and advertisers. There isn't much information about what to expect, but the company plans to announce more about its interactive integrations during a presentation at CES 2024 in Las Vegas on January 10, Ferro said.
Disney's latest business move reflects the company's efforts to find new ways to grow its membership while finding a way to get more out of its existing subscribers. The first step in Disney Plus' plan to grow its numbers began when it introduced an ad-based subscription, taking advantage of the growing popularity of AVOD (ad-based video on demand) and following suit with ad-driven supported subscription from Netflix. It was also recently announced that Amazon Prime Video would be adding an ad version to its streaming service, implementing a similar membership level.
According to Disney, this is the start of its more affordable subscription tiers saw 50% of new customers opt for the ad-supported membership plan. Additionally, Disney reports that engagement on its platform increased by 35% between March and September 2023. The streaming channel continues to provide more opportunities for third-party brands to get involved, initially by expanding commercial length options. Advertisers can now pitch commercials as short as 15 seconds or as long as 90 seconds, and sponsor seasonal content packages on the Disney Plus platform.
Expect more about what Disney has in store for its gaming and retail channels in 2024 at the CES presentation in Las Vegas on January 10.