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Disney has unveiled its highly anticipated steam video service, which aims to overthrow industry pioneer Netflix, a former ally of the Magic Kingdom. The service will cost $ 6.99 a month, well below the $ 13 each month charged by Netflix for its most popular streaming package.
The service, called Disney Plus, is being created for over a year. Thursday, the entertainment center has presented for the first time its proposed attack against Netflix and a formidable range of competitors, including Amazon, HBO Go and Showtime at any time.
Disney Plus will be launched in the US on November 12 for $ 6.99 a month or $ 69.99 a year. The pricing of the service below Netflix rates is a testament to Disney's determination to appeal to its subscribers, who wish to become a major player in a field that has turned binge watch into a common ritual.
The announcement of the service's pricing "generated a collective surge in the room," Michael Nathanson, an analyst at MoffettNathanson, wrote in a research note. "The service … looks like a bargain compared to other entertainment options."
downloading
Like Netflix, Disney Plus will not feature any ads. Subscribers will be able to download all Disney programs and movies for offline viewing.
"One of the many unique qualities of Disney movies is their enduring appeal." Since Snow White in 1937, our films have been designed to entertain people of all ages, "said Disney General Manager Robert Iger , to announce the service. "The Pixar, Marvel and Star Wars movies share this same powerful feature, and they will all populate Disney Plus."
Netflix will still have much more programming after spending tens of billions of dollars over the last six years on original shows such as "House of Cards", "Stranger Things" and "The Crown".
But Disney Plus will be able to rely on a library of revered movies dating back several decades while incorporating an original programming. His animated classics, including "Aladdin" and "The Book of the Jungle" will be available on the service at launch.
New exclusive shows at Disney Plus
Among the new shows already on display, one can quote "The Mandalorian", the first series of live action "Star Wars", created by Jon Favreau; a prequel to the movie "Star Wars" "Rogue One" with Diego Luna; a series about the character of Marvel Loki, starring Tom Hiddleston; a series "High School Musical" restarted; and a new documentary series about Disney.
CEO Bob Iger said Thursday that Disney is addressing the streaming industry in a position of strength, trust and unbridled optimism. Iger has been running the company since 2005 and plans to retire when his contract ends in 2021.
The full range of service will cover five categories: Disney, Pixar, Marvel, Star Wars and National Geographic.
While Disney has an enviable reputation for producing broadcasts that attract a large audience, its attempt to create its own Netflix is risky. To make the jump, Disney ended a lucrative licensing relationship with Netflix, which had become the streaming video venue of his latest movies after theatrical release, as well as numerous television and classic series.
Exclusive Marvel Movies
But now, the movies released in 2019 and future will only be released on Disney Plus. This includes "Captain Marvel", which came out earlier this year; "Avengers: Endgame", which will debut at the end of April; and the upcoming movies "Toy Story 4", "The Lion King" and "Aladdin;" and "Star Wars Episode IX."
In many ways, it's hard to compare Netflix to Disney because of the very different types of broadcasts offered by everyone, said Paul Verna, an analyst at eMarketer.
"What's interesting is that the two companies found themselves in the same place, but they came from very different backgrounds," he said.
Disney will also offer a new streaming service from Apple, which is expected to be released in the fall. Apple has not yet announced the cost of its service nor the exact timing of its launch.
Acquisition of Fox
Last month, Disney concluded its largest deal so far with its $ 71 billion acquisition of Fox's entertainment business. The first 30 seasons of "The Simpsons" will now air exclusively on Disney Plus.
Fox's takeover helps Disney reinforce its control over TV shows and movies from start to finish – from creating programs to distributing them to TV channels, theaters, broadcast services continuously and others. Disney will also gain valuable information about customers and their entertainment viewing habits, which they can then use to sell advertising.
The Fox deal also gives Disney a majority stake in Hulu. Iger said Hulu would continue to offer general entertainment programs, while Disney Plus would focus on the family rate.
In addition to its strong brand, Disney has the advantage of having a clear strategy for each of its streaming services, according to Verna, including Disney Plus, Hulu and ESPN Plus. Disney executives have hinted that the company would "probably" group the three at a reduced price, but declined to give more details.
The termination of his contract with Netflix will cost Disney approximately $ 150 million in license revenue in its current fiscal year ending in September.
Disney is betting that its new service will make up for this quickly. By combining known franchises and beloved animated classics, as well as original programs, the new service will be irresistible to families, even if they are already subscribed to other services. He expects Disney Plus to be profitable during its 2024 fiscal year.
Netflix contest
Immersion in video streaming is likely to confront Disney with new challenges. One of the biggest dilemmas will be how long Disney will wait after the theatrical release of a new movie to make it available on its new streaming service.
Disney said the films would only be available on its streaming service after the traditional theatrical release period and the home movie debut, which include DVDs and the purchase of streaming videos. This places its schedule behind that of some competitors. Netflix movies such as "Roma" and "The Ballad of Buster Scruggs", both award-winning, are now available in streaming the same day or just days after their theatrical release.
With nearly 140 million subscribers worldwide, Netflix has already proven itself by thwarting the competitive edge of the past 12 years, from DVD rental by mail to video streaming.
At present, Netflix closes the elbows with a company that has ceased to develop its Disney franchise during a shopping session that has seen seduced by other major studios.
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