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ANAHEIM – Disney's strategy to compete with Netflix: it all boils down to one word: the brand.
Many consumers have complained that Netflix has so much content that it is difficult to navigate. But by taking a look at the interface of the new Disney + streaming service, which will begin November 12, Disney relies on five distinct categories.
Consumers will see the latest offers highlighted in five categories: Disney, Pixar, Marvel, Star Wars and National Geographic.
"We are the quality of content relative to the amount of content," said Michael Paull, president of Disney Streaming Services, in an interview at the Disney D23 Fan Expo. "It's all about our brands."
Disney acquired the huge library and 20th Century Fox studio in 2019, but the Fox logo did not make the difference for branding. Instead, Disney chose National Geographic, which belonged to Fox because he says his appeal to the brand is huge.
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The wars of streaming will be played in the autumn fall, while Disney will tackle the industry leader, Netflix, and Apple will join the party with its TV + service, which should also be launched in November.
Waiting behind the scenes: HBO Max from Warner Media, a complement for HBO, will be launched in the spring, with a new service from NBC Universal.
Disney has surprised many observers by setting the Disney + low price at $ 6.99 per month; and he is offering a package with Disney's ESPN + and Hulu for $ 12.99 a month, saving $ 5 a month. The most popular package for Netflix is $ 12.99 per month.
Some original titles have been announced for Disney +, including a new series of live action movies from Star Wars titled "The Mandalorian," based on the movie "High School Musical" titled "High School Musical, the musical "as well as a concert-action version of Disney's classic" The Lady and the Rover. " But Paull said that the lion's share of the content will come from libraries owned by Disney.
In the 23rd year, Disney announced that its entire library of animated classics and the entire Pixar library would be available for viewing on Disney +.
Like Netflix, the service will have a "suggested for you" section featuring movies and TV shows that they think they will watch, based on your viewing history.
"Disney has signed agreements to get service on Roku and Apple TV but, for the moment, it does not have an agreement for Amazon's Fire Fire Stick," Paull said. Disney will have more devices online by Nov. 12 and noted that Amazon has reached an agreement with Disney to operate its ESPN + service on Prime TV from Amazon.
Although the service has no Fox brand, Disney + will have the full Fox Simpsons library for streaming.
Follow Jefferson Graham (@jeffersongraham) from the United States on Twitter, Instagram and YouTube.
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