DISNEY PROMISED financiers in spring 2019 that a new video-streaming service would win between 60 m and 90 m customers by2024 Disney has actually outperformed that forecast marvelously, hitting its five-year customer target in simply eight months. In doing so it is fulfilling the digital-transformation plan set in movement 3 years ago by Bob Iger, Disney’s long time boss, now its executive chairman.
Marketing muscle, vital to success, has been backed up by “The Mandalorian”, a space western motivated by “Star Wars”. Such is its appeal that Disney was late conference need for a plush-toy of its child Yoda character. The pandemic included a turbocharge, dashing worries that Disney and other new streaming services, like HBO Max and Apple TELEVISION , might have a hard time to attract time-starved customers. Lockdowns mean extra hours to while away, notes Tim Mulligan of MIDiA Research Study.
In the middle of school closures Disney has been as trusty a baby-sitter as child Yoda’s nurse android. Of all the new streaming services Disney , which released in western Europe in March, just as lockdowns started, is the clear winner. Even so it has not touched the leader, Netflix, which has 195 m subscribers around the world and over 70 m in America alone (see chart).