Disney's transition into the streaming world is more than just a business pivot—it's a masterclass in creating new revenue streams.
When Disney+ launched in November 2019, it redefined the entertainment landscape and set a precedent for startups looking to innovate and scale rapidly.
The question every startup founder should ask is: How can we replicate Disney's strategy to create new opportunities for growth?
In this article, we’ll break down Disney's approach to leveraging streaming technology and explore actionable insights that your startup can adopt.
Whether you’re in tech, retail, or any other sector, these strategies can help you diversify revenue and build a stronger brand presence.
1. Capitalize on Existing Assets
Disney’s extensive library of content—including classics, Pixar films, Marvel, Star Wars, and National Geographic—provided a strong foundation for Disney+.
By leveraging its existing assets, Disney was able to offer unparalleled value from day one.
Actionable Takeaway: Identify and utilize your startup’s unique assets. Whether it's proprietary data, niche expertise, or a loyal customer base, leverage what you already have to build new products or services that provide unique value to your audience.
2. Bundle for Maximum Value
One of Disney's most effective strategies was bundling Disney+ with Hulu and ESPN+. This not only attracted a broader audience but also increased the perceived value of each individual service.
Actionable Takeaway: Consider bundling your offerings to provide a comprehensive solution for your customers.
For instance, if you run a SaaS startup, you could bundle complementary tools or services to create a more compelling product suite.
3. Create Original Content to Stand Out
Disney+ didn’t rely solely on its back catalog; it also produced exclusive original content like The Mandalorian.
These originals generated buzz and drove subscriptions, positioning Disney+ as a must-have service.
Actionable Takeaway: Invest in creating unique offerings that can’t be found elsewhere.
This could be exclusive features, tailored services, or custom content. Differentiate your startup by providing something that truly stands out in the market.
4. Understand and Own Your Distribution Channels
Before Disney+, Disney's content was available on third-party platforms like Netflix. By launching its own service, Disney took control of its distribution channels and data, enabling better customer insights and revenue control.
Actionable Takeaway: Evaluate your current distribution channels. Are you relying too heavily on third-party platforms or partners?
Consider ways to take more ownership of your distribution, whether it’s through your own e-commerce site, app, or proprietary technology.
5. Monetize Customer Data Effectively
With Disney+, Disney gained direct access to a treasure trove of customer data, from viewing habits to subscription preferences.
This data allows for personalized recommendations, targeted marketing, and improved customer retention.
Actionable Takeaway: Implement strategies to collect and analyze customer data. Use these insights to refine your product offerings, enhance user experience, and create targeted marketing campaigns.
Data-driven decisions can significantly impact your startup’s growth trajectory.
6. Build a Scalable Platform
Disney+ was built to handle rapid growth. The platform achieved over 10 million subscribers within 24 hours of its launch and continues to scale effortlessly as it expands into new markets.
Actionable Takeaway: Invest in scalable infrastructure early on. Whether you’re building an app, website, or service platform, ensure it can handle significant growth.
Partner with reliable tech providers, optimize performance, and prepare for future expansions to avoid bottlenecks as you scale.
7. Utilize Strategic Partnerships
Disney+ secured strategic partnerships with platforms like Verizon, offering Disney+ to Verizon customers as part of a bundle. This partnership expanded Disney+'s reach without the need for additional marketing spend.
Actionable Takeaway: Look for partnership opportunities that can amplify your reach. Whether it’s through co-marketing, integrations, or affiliate programs, strategic alliances can accelerate your startup’s growth and brand visibility.
8. Embrace a Customer-Centric Approach
Disney+ prioritized user experience, from a user-friendly interface to personalized recommendations. They listened to user feedback and continuously improved the platform based on customer preferences.
Actionable Takeaway: Keep your customers at the core of your decisions. Solicit feedback, conduct surveys, and use analytics to understand what your customers want. Continuous improvement based on customer input will enhance satisfaction and loyalty.
9. Diversify Revenue Streams
Beyond subscriptions, Disney+ has opened doors to various revenue streams, such as premium access to new releases and exclusive merchandise sales tied to its original content.
Actionable Takeaway: Explore multiple revenue channels. Think about how you can monetize your products or services in different ways—through premium features, exclusive content, or related products and services.
10. Be Prepared to Pivot
Disney’s initial strategy for Disney+ included a gradual rollout of content. However, due to the pandemic, Disney quickly pivoted to release movies like Mulan directly on Disney+ instead of theaters, adapting to changing consumer behaviors.
Actionable Takeaway: Stay agile. Market conditions can change rapidly, and so can customer preferences. Be prepared to pivot your strategy when necessary to capture new opportunities or address emerging challenges.
Conclusion: Turning Inspiration into Action
Disney’s success with Disney+ offers a blueprint for startups looking to innovate and create new revenue streams. The key is to leverage existing assets, invest in unique offerings, own your distribution channels, and stay customer-centric.
Startups don’t have Disney’s resources, but they can apply these principles at scale. The key is to be bold, strategic, and willing to adapt.
With the right mindset and strategies, your startup can build new revenue streams and achieve sustainable growth, just like Disney did.
