Disney has already reached a high level of recognition, gathering a substantial number of loyal consumers. Thus, the company has a good foundation for expansion into new areas, including streaming. Disney+ offers a wide selection of the company’s popular animated and live-action movies, as well as serialized shows. Moreover, as the brand has acquired several other franchises, such as Marvel and Star Wars, its reach has also expanded (Wingard, 2019). Therefore, the differentiation strategy for Disney+ can be built on these franchises and the variety of offered media that still falls into the customer segments that the corporation selected. These include families, children, and young people – each category is connected to the brand through specific narratives, including nostalgia, whimsy, and fantasy and action genres. Other competitors, such as Netflix, HBO, and others, offer content aimed at adults, exploring complex topics and themes in their media. Here, Disney+ has an opportunity to take another niche and focus on its unique brand image.
Similar to its overall appeal, Disney+ should focus on marketing strategies that attract younger people and families to use its services. One of the major trends that are taking over social media is short-format video content. According to O’Brien (2022), in 2021, the three most downloaded apps in the App Store were social media platforms with short video-sharing capabilities – Tik Tok, YouTube, and Instagram. Therefore, the brand needs to use this trend and create short videos to share information and develop the product’s image. Another recognized strategy is consumer engagement and social influencer participation. Sharing content produced by the brand’s fans and promoting with the help of people with small to medium followings can create a relationship between Disney+ and consumers and help it remain popular among the competition.
References
O’Brien, C. (2022). 5 new social media trends. Digital Marketing Institute. Web.
Wingard, J. (2019). The streaming wars: Disney+ and the winning strategy. Forbes. Web.