Disney Subscription Program? The Strategy Behind 'Disney Prime'
Posted: Wed Jan 22, 2025 5:00 am
Who am I to judge the princess and superhero fans who are cheering this news as I type this article wearing a Star Wars robe? As if the whole fan-sphere around the brand wasn't enough, now Disney is investing in an Amazon Prime-style membership program .
What do you mean when you say that one of the world's the advantages of line database most beloved brands will offer exclusive discounts and benefits to encourage loyalty? According to The Wall Street Journal , “Disney Prime” is the nickname given by executives (and now the market), since there is no official name yet.
Well, of course, there is a sales plan behind subscription programs. And to better understand their benefits, I'll take a look at what's behind Disney's membership strategy. Join me as we look at why companies like Amazon and Disney offer promotions to their most loyal customers!
Benefits of a subscription program
The question here is: what would Disney gain from this? After all, the company has the world’s most beloved movies, became the leader in streaming this year, and has the most visited park in the world. Doesn’t “buying the loyalty of the faithful” seem counterproductive?
Well, here are some of the direct benefits of subscription programs:
Building customer loyalty
Increase your loyal customer base
Generate greater cash flow
Collect more data about your consumption habits
Let's look at these benefits through an example using a person. Meet Rockert!
Rockert is a Disney+ subscriber and a Marvel collector. As soon as this person discovers and subscribes to “Disney Prime,” he notices cheaper toys and other promotions like tickets, resorts, etc. Now, instead of buying one toy a month, he buys two and a third as a gift, including t-shirts for the kids, while also planning a trip to Orlando.
You understand, right?
In addition to forgetting about other streaming services or other superhero franchises, he consumes more Disney, and his friends and acquaintances realize the benefits of the subscription.
There's another golden advantage behind this, too: because Rockert opted in and gave Disney a wealth of data insights as he interacts with content and offers, the Mickey Mouse company starts getting smart. It starts to understand, for example, that Rockert has kids. And, with that, it can offer Iron Man school supplies in its ads.
Depending on the amount of Rockert's consumption, Disney will not only generate more cash flow than before, but also profit in terms of sales volume.
What can we learn from Disney’s strategy?
Disney has been teaching us how to do business since 1923 and now would be no different. In fact, loyalty has been around since the days of Walt and Roy, when service and delight were the main factors of the company's success.
So I look at a potential Disney subscription program with optimistic eyes.
After all, today, as the largest media conglomerate and the largest streaming service on the planet, Disney (and many other companies) shows that its brand must seek growth, or it will be surpassed.
Looking at the competition is a sign of humility! Be smart when analyzing the market, learn from your competitors and don't be afraid to create.
Do you want to stay up to date with the best Marketing practices? I suggest you subscribe to The Beat , Rock Content's interactive newsletter. There you will find all the trends that matter in the digital Marketing landscape. See you there!
What do you mean when you say that one of the world's the advantages of line database most beloved brands will offer exclusive discounts and benefits to encourage loyalty? According to The Wall Street Journal , “Disney Prime” is the nickname given by executives (and now the market), since there is no official name yet.
Well, of course, there is a sales plan behind subscription programs. And to better understand their benefits, I'll take a look at what's behind Disney's membership strategy. Join me as we look at why companies like Amazon and Disney offer promotions to their most loyal customers!
Benefits of a subscription program
The question here is: what would Disney gain from this? After all, the company has the world’s most beloved movies, became the leader in streaming this year, and has the most visited park in the world. Doesn’t “buying the loyalty of the faithful” seem counterproductive?
Well, here are some of the direct benefits of subscription programs:
Building customer loyalty
Increase your loyal customer base
Generate greater cash flow
Collect more data about your consumption habits
Let's look at these benefits through an example using a person. Meet Rockert!
Rockert is a Disney+ subscriber and a Marvel collector. As soon as this person discovers and subscribes to “Disney Prime,” he notices cheaper toys and other promotions like tickets, resorts, etc. Now, instead of buying one toy a month, he buys two and a third as a gift, including t-shirts for the kids, while also planning a trip to Orlando.
You understand, right?
In addition to forgetting about other streaming services or other superhero franchises, he consumes more Disney, and his friends and acquaintances realize the benefits of the subscription.
There's another golden advantage behind this, too: because Rockert opted in and gave Disney a wealth of data insights as he interacts with content and offers, the Mickey Mouse company starts getting smart. It starts to understand, for example, that Rockert has kids. And, with that, it can offer Iron Man school supplies in its ads.
Depending on the amount of Rockert's consumption, Disney will not only generate more cash flow than before, but also profit in terms of sales volume.
What can we learn from Disney’s strategy?
Disney has been teaching us how to do business since 1923 and now would be no different. In fact, loyalty has been around since the days of Walt and Roy, when service and delight were the main factors of the company's success.
So I look at a potential Disney subscription program with optimistic eyes.
After all, today, as the largest media conglomerate and the largest streaming service on the planet, Disney (and many other companies) shows that its brand must seek growth, or it will be surpassed.
Looking at the competition is a sign of humility! Be smart when analyzing the market, learn from your competitors and don't be afraid to create.
Do you want to stay up to date with the best Marketing practices? I suggest you subscribe to The Beat , Rock Content's interactive newsletter. There you will find all the trends that matter in the digital Marketing landscape. See you there!