The Walt Disney Company is looking at different ways to make its direct-to-consumer streaming apps more “sticky” with subscribers, and is considering the launch of “pop-up” content streams based around some of its intellectual property, according to a report.
This week, the Wall Street Journal said executives and developers at Disney have discussed linear content streams that offer shows like “The Simpsons” and movies from the Marvel Cinematic Universe as a way to reach streamers who want a “lean-back” experience akin to traditional broadcast or cable TV channels.
The idea would not be entirely new for Disney: Last year, The Desk was first to reveal the existence of around two dozen free, ad-supported content streams within Disney’s ABC app for phones, tablets and smart TVs, which offer re-runs of shows like “General Hospital,” “Extreme Makeover: Home Edition” and “Dharma & Greg.”
Disney has never revealed publicly how well those content streams perform in terms of user engagement or advertising revenue, but the lessons learned could influence their decision to launch similar streams for premium content that typically requires a subscription to view.
In that sense, the streaming content channels offered through Disney Plus and Hulu would likely resemble linear TV and film feeds available on other platforms like Peacock and Paramount Plus.
Disney is also reportedly looking at ways to leverage artificial intelligence and other tools to deliver more-personalized content recommendations to subscribers of Disney Plus and Hulu, similar to how Netflix functions, according to the Journal.
The overall goal of the pop-up channels and the leveraging of A.I. tools are intended to create a streaming environment within Disney-owned apps that lead to higher customer engagement and lower churn, at a time when the company is charting a path toward profitability with its direct-to-consumer businesses.
