The Mouse House is flexing its digital muscle. Disney+, Hulu, and ESPN+ have collectively amassed a staggering 164 million monthly active users, according to Rita Ferro, Disney’s top advertising executive. This figure, announced at the recent Advertising Week New York, paints a vivid picture of Disney’s streaming dominance and its relentless march toward becoming a true entertainment behemoth. But as Disney’s streaming empire expands, what does this mean for the future of television, advertising, and the very fabric of our entertainment consumption?
Disney’s Streaming Dominance
Disney’s streaming outlets collectively reach 164 million monthly active users, up from 157 million at the start of the year, Advertising President Rita Ferro said at the company’s upfront presentation in New York.
“None of this works without scale,” she said of the company’s ad operations. She shouted out the reveal of pricing and other details of the company’s direct-to-consumer ESPN streaming service (as did host Stephen A. Smith later in the presentation), which will further the company’s digital ambitions.
New Gold Standard for Engagement
Ferro announces the company’s new method of counting only viewers who are actively engaging with their content.
“We set a new gold standard – counting only viewers who are actively engaging with our content,” Ferro noted. “And we look forward to an industry-wide third-party AVOD measurement solution, with consistent metrics across ALL publishers.”
Disney Compass: Ad Platform Advancements
The company launches ad platform Disney Compass, providing advertisers with direct access to first-party data for smarter planning and measurement.
The technical capabilities, she added, are “enabled by direct connections with every major holding company top demand-side platforms, data providers, and advertisers.”
“Why does this matter?” she asked. “It allows us to act faster, understand more, and continuously evolve with our brand partners – keeping up with the new pace of change.”
Amazon’s Streaming Ambitions
Amazon on Monday said Prime Video reaches 130 million ad-supported subscribers in the U.S., but it didn’t say if reach equals engagement.
It also said its monthly ad-supported reach is now 300 million viewers “across owned and operated supply and beyond.”
Disney Streaming Platforms Now Reach 164M Monthly Active Users, Ad Chief Rita Ferro Says – Deadline
Disney’s streaming outlets collectively reach 164 million monthly active users, up from 157 million at the start of the year, Advertising President Rita Ferro said at the company’s upfront presentation in New York. “None of this works without scale,” she said of the company’s ad operations. She shouted out the reveal of pricing and other details of the company’s direct-to-consumer ESPN streaming service (as did host Stephen A. Smith later in the presentation), which will further the company’s digital ambitions. “We set a new gold standard – counting only viewers who are actively engaging with our content,” Ferro noted. “And we look forward to an industry-wide third-party AVOD measurement solution, with consistent metrics across ALL publishers.”
Prime Video’s Ad-Supported Reach
Amazon’s Prime Video reaches 130 million ad-supported subscribers in the U.S., but does not disclose engagement metrics. The company’s monthly ad-supported reach is 300 million viewers “across owned and operated supply and beyond.”
Disney’s Competitive Advantage
Disney’s focus on engaging content and robust ad platform capabilities set it apart from competitors like Amazon. “Why does this matter?” Ferro asked. “It allows us to act faster, understand more, and continuously evolve with our brand partners – keeping up with the new pace of change.”
NFL Streaming Partnership
YouTube’s First Live NFL Broadcast
The league announces a partnership with YouTube to stream a full NFL game in September, exclusively carrying the newly established annual game in Brazil. The game will be available globally, except in Canada and certain other countries.
Interactive Viewing Experience
YouTube’s Mary Ellen Coe highlights the interactive viewing experience and creators’ role in the broadcast. “Streaming the Friday night game to fans for free the world will mark YouTube’s first time as a live NFL broadcaster,” she said, “and we’ll do it in a way that only YouTube can, with an interactive viewing experience and creators right at the center of the experience.”
The game will be available via YouTube globally, except in Canada and certain other countries. Mobile access will be available on U.S. devices with an NFL+ subscription, and outside the U.S. through NFL Game Pass on DAZN for paid subscribers. Under the terms of the overall media rights agreements with U.S.-based broadcasters, the game will be available on free, over-the-air broadcast television in Los Angeles and the market of the Chargers’ opponent.
Conclusion
Disney’s streaming platforms have reached a significant milestone, boasting 164 million monthly active users. This impressive figure, announced by Disney’s ad chief Rita Ferro, reflects the company’s continued success in capturing the attention of audiences across the globe. The article delves into the strategies Disney employs to maintain this momentum, highlighting the growing importance of advertising revenue and the potential for international expansion.
While Disney’s streaming dominance is undeniable, this milestone raises crucial questions about the future of the industry. Can Disney sustain this growth in a market increasingly saturated with competing platforms? Will the company’s focus on advertising impact the viewing experience and potentially alienate subscribers? As the streaming landscape continues to evolve, Disney’s choices will undoubtedly shape the future of entertainment consumption, leaving us to ponder the implications for both consumers and the industry as a whole.
The streaming wars are far from over, and Disney’s latest victory is just one chapter in a larger narrative. The question remains: will they continue to lead the charge or will new contenders emerge, reshaping the entertainment landscape in ways we can only begin to imagine?