Disney is mining nostalgia to make Disney+ a success


Naturally, Disney is relying on that know-how and the success that has come with it to build a strategy around Disney+. With Star Wars, for instance, the company is using its beloved franchise to create The Mandalorian, a live-action original series for Disney+ that will be anchoring the streaming service at launch. Disney also made a spin-off of the High School Musical TV show from 2006, dubbed High School Musical: The Musical: The Series, which will stream exclusively on Disney+ starting November 12th. Oh, and then there’s all 30 seasons of The Simpsons, which will be on Disney+ thanks to Disney’s 21st Century Fox acquisition in March of this year.

While there’s a clear pattern here, one that shows how Disney is betting on the power of nostalgia to lure customers in, that’s not the only way the company plans to make Disney+ appealing. It’s quite cheap, too: The streaming service is going to cost $6.99 per month, which will give people access to both old and new content from Disney (including movies like Frozen and Captain Marvel) as well as support for 4K, HDR and four simultaneous streams. And that’s all for only $6.99 a month, or $12.99 if you get the bundle with ESPN+ and Hulu (with ads). Netflix’s basic streaming plan, for comparison, starts at $12.99 and doesn’t include 4K content.


What also helps Disney+ is that it will work on a variety of devices from the start, including iOS, Apple TV, Android, Chromecast, Roku, PlayStation 4 and Xbox One. Sure, that’s to be expected of any streaming service nowadays, but the fact that Disney isn’t leaving any major platform out (aside from Amazon’s Fire TV) will make it harder for people to ignore. The Disney+ app itself, which we demoed at D23, is fast, elegant and makes it easy to find films and series based on the brands fans love most — whether that be Pixar, Marvel, Star Wars or Disney Studios itself.

Paull said that they key with Disney+, ultimately, is to make it feel like one seamless package regardless of what you’re watching or what device you’re watching on. “We want to make sure that the product doesn’t get in the way of the content,” he said. “We want to delight consumers with the product. But, really, in the end the product is the content.” Paull added that “quality over quantity” will give Disney+ an edge over other streaming services, be it with shows or movies that take people back in time or with new series like Ms. Marvel, She-Hulk, Moon Knight and, of course, Jon Favreau’s The Mandalorian.


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