Task 3: Success Stories (U24:D1)
My chosen brand was Disney plus it is a streaming platform that streams entertainment for all Disney programmes and films as well as new releases and timeless classics. It is available in 10 areas including England, America, Ireland and Italy. They also include 20 different languages you can watch your shows on. Disney Plus subscribers allow you to stream put to 4 devices at one time which allows viewing on smart TV, tablets, smartphone and laptops. You can have up to seven profiles on one family plan account for your household.
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Disney plus streaming platform have a wide range of genres to entertain a range of different audiences they include up to 17 different genres within the platform such as comedy, animation and docuseries. When targeting their audiences they carefully target each person based on their viewing history and then show similar content as well as introducing new programmes and shows that have had the most views to broaden their viewing variety. Their target audience is families and young children as it includes family friendly content as well as young adults who love the franchise like marvel.
Disney plus is a cross- media company as it operates across a range of media platforms. Disney plus has multi platform accessibility this is due to the platform being available on various devices such as smart TV’s, smartphones, tablets and computers. This means this means users can be entertained and engaged with their content on the go with easy access to and at anytime. They also have cross- promotion this means they allow their other properties such as theme parks and merchandise to link the Disney company as one whole system for their audience. This is also cross media due to the Tv channels Disney plus own such as Disney channel, Disney XD and Disney kids which is now streamed on Disney plus.
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The number of subscriptions since may 2019 has increased massively this is mostly due to covid, due to this over the years of 2019/2020 onwards is because everyone was stuck indoors which ment they were resulting to technology as a purpose of entertainment from boredom of being locked away. Since Covid has finished it has still continued to grow as the popularity continued due to new shows being released as well that kept the customers entertained. Recently in January and February of 2025 Disney plus has lost seven thousand subscribers, this was due to the fact that they had an increase in subscription prices as well as an expiration of certain promotions such as Moana 2. Since the start of Disney plus there has been a positive correlation between the number of subscribers and the years following. In recent years the number of subscribers has pretty much flatlined as there isn’t as much of a big jump since a slight downfall in 2022. Although, it has been on a subtle increase afterwards. Just around two years ago this was people finding the streaming platform unnecessary compared to competitors who had the same shows and a cheaper subscription.
Disney plus is available on a variety of different platforms this is one of the reason why it is such as big success. One reason is that it can be streamed on lots of devices such as games consoles and fire sticks as well as smart TV’s this ensures users can watch their favourite shows regardless of what technological devices they have. Another reason is its easy to navigate platform this makes the service user friendly and people are more likely to subscribe and use. Another reason is it’s available in many different countries this means you can use it wherever you are which makes it reliable and more likley to be bought and used when travelling and on the go.
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One way different audiences are reached is though having a child profile, this means parental control are on and that profile is specifically targeted at young children and shows that they will want to watch, this doesn’t only mean it will specify shows they are more likely to watch but also gets rid of any shows that include bad language, violence, sexual imagery and adult content. Another way different audiences are reached is though having a wide range of genres this means they can attract a range of different audiences who prefer certain genres. They also includes shows as well as films to interest views who have a preference of either TV shows and or films. Another way they reach their audience is through original content this can be specified for different social groups so that it resonates with a wide range of different audiences. Another way Disney reaches a mass audience is due to it being a conglomerate this means they have a lot of subsidiaries such as theme parks, streaming platforms and stores where they can interest a wide range of audiences. Due to it reaching a mass audience its inclusive to all ages, races, genders, ethnicities and religions due to its content.
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One advertising method they have is social media campaigns such as Instagram, X, twitter and more they create content that is memorable for the audience so they are more likely to buy a subscription. Another way is through influencers they will use influencers on social media to advertise Disney plus this will attract teenagers to get a subscription as teens are more likely to see that content and this is one of the most popular ways to attract viewers. They will have promotional offers such as free trials and deals to attract new users this allows people to see what the platform is like before committing to it, this is targeted at an older age group as they will want a freebie and be more enticed by offers as they want to save money. In events such as movie premiers and conventions they will incorporate advertising for Disney plus this is a way of cross promotion as they are using other platforms with existing fans to try out their other platforms as they are already loyal fans to the company.
One downfall of Disney plus is price increases as there have been recent increases in price as the company grows which makes it less budget conscious and appealing to consumers. Another downfall is that have been recent complaints for bad quality service compared to competitors as there have been issues such as buffering or bad quality which is unappealing for customers and waste of their money. Another complaint is that it’s only available in 10 countries this is a limitation as international audience are frustrated in the lack of inclusivity and availability to subscribe and have access to content. Some people also feel that a downfall is that there isn’t a high enough frequency and turn over of new content and they should keep adding more content to keep the platform fresh and engaging.
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https://www.google.com/search?q=disney+plus%C2%A0&sca_esv=9a8ab6189a2ca03b&rlz=1C9BKJA_enGB1148GB1148&hl=en-GB&udm=2&biw=1080&bih=686&sxsrf=AHTn8zrspGEC1Z7Fl4Ehdac5zXqDr21KSA%3A1747658396278&ei=nCYraPjpEKWohbIPtuuVuQE&oq=disney+plus%C2%A0&gs_lp=EhJtb2JpbGUtZ3dzLXdpei1pbWciDWRpc25leSBwbHVzwqAyBxAjGCcYyQIyBxAjGCcYyQIyBxAjGCcYyQIyCxAAGIAEGLEDGIMBMgUQABiABEiZH1DkCViXGnAAeACQAQGYAY4BoAGmCKoBBDE2LjG4AQPIAQD4AQGYAg-gAtYGwgIIEAAYogQYiQXCAggQABiABBiiBMICBBAhGBXCAgYQABgIGB7CAgQQABgemAMAiAYBkgcCMTWgB8VIsgcCMTW4B9YG&sclient=mobile-gws-wiz-img#vhid=JWYC8L8gsVEo5M&vssid=mosaic&ip=1/Disney plus is in conjunction with a variety of devices. Smart TV’s allow Disney plus to be downloaded, streaming devices such as Apple TV and Google chrome cast allow Disney plus, game consoles such as X-box and Ps5 allow for Disney plus streaming, mobile devices include the Disney plus app which is on iOS as well as android, web browsers allow you to stream Disney plus from your computers and voice assistants allow Disney plus to be controlled by voice commands on devices like Amazon Alexa and Google Assistant. This provides flexibility for users to enjoy Disney plus on a variety of media platforms and devices.
There is also competition for Disney plus like other streaming sites such as Netflix as well as Amazon Prime, as a result of these very popular competitors they need to offer more target audience appeal such as producing more age related shows for kids as well as adults that are spin off of popular shows and movies and or new and exciting content to keep the customers paying for their subscription.
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Disney plus is a cross media company as it has a wide range of content that appeal to a wide range of audiences. One way this is seen is through their wide library of genres such as Disney classics to Star Wars, Marvel and more, this therefore appeals to not just children but adults as well. It also has a nostalgia factor as viewers who watched Disney films and channels as a kid will be able to relive their childhood and watch their favourite shows and or films. Another way this is seen is through original programming, the platform includes original films and series for viewers to enjoy as well as other content too. It is also seen through its family-friendly focus, as it emphasises on making content safe for children. By having a family-friendly focus, original content, wide range of genres and giving a nostalgia factor it appeals to a wide range of audiences making it a successful cross media streaming platform.
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