Disney (NYSE:DIS) has emerged as the heavy-hitter among the emerging streaming services. It will launch Disney Plus on November 12 and has laid out an aggressive pricing strategy in a bid to dethrone Netflix.
In the United States, Disney+ will offer a month-by-month flat subscription of $6.99. Disney will also offer a bundle with Hulu and ESPN+ for $12.99 per month – a $5 discount compared to purchasing all three together.
Here in Canada, Disney+ will go for $8.99 per month.
The media giant is aiming for between 60 million and 90 million subscribers worldwide by 2024. CEO Bob Iger has said that Disney aims to start hot in order to reach this high target. Disney is planning to hit the ground running by offering "The Mandalorian", a Star Wars series that will cost an estimated $15 million per episode and will be aimed at "mature" audiences.
The company is focused on promoting its platform across demographic lines, so that Disney+ will not be perceived as a mere extension of the Disney Channel to consumers.
Disney is the content king right now, and this should translate to a big start for its streaming launch. Its properties have dominated the box office in recent years, and investors should expect the company to meet the lofty expectations it has set on the small screen.
The company has splurged on marketing, and we are just over two weeks away in seeing how much of a draw the platform will be.
