Video streaming market: an analysis of Disney+ strategy
DOI:
https://doi.org/10.3145/epi.2021.jul.13Keywords:
Disney, Video, Streaming, SVOD, Media, TV, Strategy, Disney , Brand value, Entertainment industryAbstract
The international launch of Disney+ in November 2019 marked the entry of Disney with its own brand into the market for direct sales of subscription video-on-demand (SVOD) consumer services. This market, although with Netflix as a prominent leader, is still in a consolidation phase that could lead to the disappearance of many operators since although traditional pay TV operators, such as cable operators in the US, are developing their own platforms due to subscriber loss in their core business, all face new threats such as increased operating costs, the need to increase investment in own production and others derived from new consumption habits such as consumer fatigue. This article analyzes, through the applied case study methodology, Disney´s strategy to position Disney+ successfully in a short period of time and confirms findings from previous studies on the nature and evolution of the sector and trends like its high degree of concentration. which points to the complex reality of the SVOD market, the value that global brands would continue to have at this stage and finally allows us to analyze the real possibilities of creating a new streaming video market with lower entry barriers.
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