Disney+ EMEA boss Karl Holmes is touting the platform's impressive growth and its unique position in the streaming market. With a focus on local originals and a strong emphasis on cinema releases, Disney+ is making waves in the EMEA region. Here's a breakdown of their strategy and why it matters.
A Young and Engaged Audience
Holmes highlights Disney+'s unique strength: a young adult audience that is deeply engaged with the platform's content. With almost 40% of viewing hours coming from 16-34-year-olds, Disney+ has a strong hold on this demographic. This is particularly interesting because it challenges the notion that younger audiences are less loyal to streaming services. What makes this even more fascinating is the platform's ability to cater to this age group while also attracting a broader audience.
Local Originals Take Center Stage
One of the key strategies Disney+ is pursuing is the increase in local original content. By focusing on stories that resonate with local audiences, the platform aims to build a stronger connection with viewers in EMEA. This approach not only caters to the region's cultural nuances but also allows Disney+ to stand out in a crowded market. The success of 'Rivals' and the upcoming 'Alice & Steve' are testaments to this strategy's potential.
The Power of Cinema Releases
Holmes emphasizes the importance of cinema releases, stating that Disney's movies have been the top performers at the EMEA box office for nine out of the last ten years. This success is not just about box office numbers; it's about creating a lasting impact. By releasing movies in theaters and then making them available on Disney+, the platform creates a sense of anticipation and exclusivity. This strategy not only drives growth but also reinforces the brand's association with quality storytelling.
Partnering for Success
Disney+ is also focusing on building strong partnerships with broadcasters and advertisers. By extending the reach of free-to-air content, the platform benefits from increased exposure and brand attribution. This approach not only benefits Disney+ but also the broadcasters, as it allows them to reach a wider audience. The flexibility in partnership deals and the emphasis on strong brand attribution make this a win-win situation.
Conclusion: A Bright Future Ahead
With a strong focus on content, a unique understanding of its audience, and strategic partnerships, Disney+ is poised for continued growth in the EMEA region. The platform's ability to adapt to local markets, cater to diverse tastes, and leverage the power of cinema releases will be key to its success. As the streaming wars heat up, Disney+ is setting itself apart with a thoughtful and comprehensive strategy that resonates with viewers and keeps them coming back for more.
