In the streaming world and cable TV, a key metric used by executives is “hours per subscriber,” which measures how much time viewers spend on a platform. To boost this metric, Disney is reportedly implementing a multi-pronged strategy aimed at increasing engagement on Disney+, Hulu, and ESPN+.
According to the Wall Street Journal sources familiar with the plans, Disney will leverage personalized promotional art tailored to individual tastes and viewing history, send email reminders about programs, and enhance its recommendation algorithm. These moves aim to surface content that users are more likely to enjoy, making it easier to find their next binge-watch.
Perhaps the biggest change will be the introduction of 24/7 live channels dedicated to popular shows. This concept, similar to Pluto TV’s model, has proven successful in capturing viewers who prefer just want to turn on the TV and watch something. While this was initially reported by The Information in May, it has now been confirmed by The Wall Street Journal.
Disney’s strategy seems to be a combination of proven tactics borrowed from other streaming services. The email reminders for unfinished shows echo Netflix’s nudges, while the live channels concept draws inspiration from Pluto TV and others. By adopting these successful approaches, Disney aims to maximize user engagement and keep subscribers hooked on its platforms. Even more so for subscribers on ad-supported plans driving up their ad revenue.
While these strategies may not be revolutionary, Disney’s aggressive adoption of them signifies a notable shift for the company. As competition intensifies, platforms are increasingly focused on user retention and engagement. As cord cutting continues to hit Disney and others hard the companies are still looking for a new model to attract and keep viewers on their streaming services.
The new changes have not been officially announced yet and no date is known for when these live channels will go live.