Disney Looking To Incentivize Disney+, Hulu, And ESPN+ Streamers To Spend More Time Watching Shows
Image Source: GamesRadar
As studios look to save costs with streaming, Disney+ along with its Hulu and ESPN+ streaming apps decided to take a page from Netflix and add new features to the algorithm. The goal is to keep viewers engaged with the platform as some viewers will wait until the show they want to see is released, pay for a month to watch it, and then abandon the platform.
In addition to the previously announced linear channels which would play a 24/7 stream of a certain genre, the company is looking to introduce a personalized algorithm. This algorithm would feature customized promotional art based on watch history to persuade customers to watch recommended programs. Another feature would email users to remind them to finish a series they started but never completed.
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Image Source: GamesRadar
The company has already introduced a few bundles to convince customers to sign up for their streaming services. Part of the strategy here involves cross-marketing across platforms. For example, with the Disney+ and Hulu apps merged, streamers that mostly watch the Disney+ shows will see heavy marketing of Hulu shows in their app and vice versa. According to The Wall Street Journal, Disney CEO Bob Iger has been present in the streaming meetings since his return to the company. In previous reports, Iger confirmed that personalization systems are the key to cutting marketing costs.
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