Disneyâs All-in-One App and The Merging Trend in The Streaming Industry
On Sep 14, Walt Disneyâs CEO Bob Chapek said at an investor conference that the company was planning to group all its streaming products under its flagship Disney+ app, and could tie that service more closely to its theme-parks business. Disney-owned streaming platforms involved in this shift include Disney+ (family-focused and franchise content, including Marvel superhero, Pixar, and Star Wars movies and series), Hulu (general entertainment content), and ESPN+ (sports-focused content).
As the Disney executive stated, placing all three platforms under one umbrella in a single app would reduce the friction viewers faced when toggling between different platforms and devices. Mr. Chapek referred to this sort of packaging as a âhard bundleâ, as opposed to the softer bundles it already offers in the U.S., where consumers get a price discount for signing up for several services but they remain on separate apps.
The company has already experimented with such a simplified model in Europe, where the Star streaming brand, which includes many shows that also air on Hulu, is already part of Disney+. Other media companies are also joining the trend of merging their streaming offerings. Warner Bros. Discovery Inc. has said it would combine its Discovery+ service with HBO Max. Paramount Global is considering closing its Showtime streaming service and merging its content into Paramount+. The platforms and apps are not the only parts that join the trend â so as IPs. With the new âopen for businessâ strategy, Warner Bros. has put some of its best-known IPs up for grabs, selling The Lord of the Rings to Amazon and peddling around The Batman animated series. Whereas before, WarnerMedia zealously guarded its films for HBO Max.
It is interesting to look at how the âstreaming revolutionâ is undergoing such a makeover. Before the coronavirus pandemic started in the U.S., voices like The New York Times had expressed concerns about the Exclusives feature of SVOD streaming services, where â[âŚ] The subscription model undermines that fantasy of universality. Imagine a video store that allowed you to rent only Warner Brothers movies. Imagine having to enroll in a corporate loyalty program, pledging allegiance to Disney or Sony or Netflix, and being forced to limit your choices accordingly.â But two years after the pandemic started, it seems like âthe fantasy of universalityâ are circling back, where companies across the industry are trying new strategies under the pressure of economic uncertainty -- from bundling to pricing to ad-supported content. Are there too many lineups in the market? Will people pay for a more aggregated experience? Now with some media giants pursuing a more centralized path, the rest of industry will all but certain to watch the new strategy closely.











