Disney’s chief of worldwide advertising, Rita Ferro, is presently concentrated on two things: increasing the streamer’s advertising potential and preparing for the launch of the Disney+ ad-tier option for subscribers in Europe and abroad next week.
However, she did offer a fascinating anecdote regarding the reactions of patrons to the option statesite.
Ferro stated in a Walt Disney press release that memberships have increased consistently since the idea of optional advertising was introduced in December 2022. “We have spent the last ten months testing, learning, and listening to our clients and consumers in line with Disney’s strategic approach. This is how we keep putting the needs of the user first while still delivering new features, formats, and capabilities, according to Ferro. “Premium content matters; we’re seeing higher levels of engagement and time spent, and we’re now giving marketers more accountability through robust measurement.”
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“50% of new subscribers choose the ad tier, and from March to September 2023 the service has seen increased engagement by 35%,” the press announcement states. The fact that Disney’s most recent price increase, which was announced in August, only applied to the ad-free tier—as well as the evident reality that the ad tier is substantially less expensive—may have also contributed to this. Disney+ currently costs $7.99 a month with advertisements and $13.99 a month without them. If you don’t mind commercials interfering with your Marvel’s Loki episode, your candy-fueled Hocus Pocus and Hocus Pocus 2 Halloween marathon, or your Andor revisit, that’s a significant savings.
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