cnbc.com
Disney Reports 157 Million Global Monthly Active Users for Ad-Supported Streaming
Disney announced 157 million global monthly active users watching ad-supported content across its streaming platforms (Disney+, Hulu, ESPN+) over the last six months, a move to increase transparency in a currently unstandardized industry; the company is aiming to define a globally consistent approach and methodology to estimate ad-supported audience numbers.
- How does Disney's approach to measuring ad-supported audiences compare to traditional TV ratings, and what challenges does it address?
- Disney's announcement highlights the growing importance of advertising revenue in streaming. By revealing its methodology for calculating ad-supported viewership, Disney seeks greater transparency and potentially influences industry standards. This move reflects the broader trend of streaming services incorporating ad-supported tiers to boost profitability.
- What are the potential long-term implications of Disney's strategy of prioritizing ad-supported tiers and how might it reshape the competitive landscape of streaming?
- Disney's proactive approach to defining ad audience measurement suggests a strategic shift toward maximizing ad revenue in the streaming landscape. This strategy, coupled with price increases for ad-free tiers and a focus on attracting users to ad-supported options, indicates a significant bet on the future of advertising-based streaming.
- What is the significance of Disney's announcement regarding its ad-supported streaming audience numbers, and what are the immediate implications for the streaming industry?
- Disney reported 157 million global monthly active users watching ad-supported content across Disney+, Hulu, and ESPN+, with 112 million in the US. This is an average over the last six months, and the company acknowledges the lack of industry-standard measurement for global streaming ad audiences. They aim to create a consistent methodology for estimating these numbers.
Cognitive Concepts
Framing Bias
The article frames Disney's announcement in a positive light, highlighting the company's proactive approach to transparency and its leadership position in the ad-supported streaming market. Phrases such as "set out to define a globally consistent approach" and "most high-value audiences" contribute to this positive framing. While the drop in ARPU is mentioned, it's downplayed in comparison to the emphasis on the growth in ad-supported users. The headline (if there were one) would likely focus on the large number of MAUs, reinforcing this positive framing.
Language Bias
The language used is generally neutral, but some phrases could be seen as subtly biased. For example, describing the ad-supported tiers as "cheaper" implies a lower value compared to the ad-free options. The use of "high-value audiences" suggests a judgment of audience quality rather than a neutral description. More neutral alternatives could include "lower-priced" and "large audiences.
Bias by Omission
The article focuses heavily on Disney's ad-supported streaming numbers and the company's efforts to increase transparency. However, it omits discussion of potential drawbacks of the ad-supported model, such as user experience issues related to ad frequency or intrusiveness, or the potential for ad revenue to be less lucrative than subscription revenue in the long run. It also doesn't delve into the potential for discrepancies between the reported 157 million MAUs and the total subscriber count across all platforms. The omission of potential negative aspects presents an incomplete picture.
False Dichotomy
The article presents a somewhat simplistic view of the streaming landscape, contrasting ad-supported tiers with commercial-free options as if they are mutually exclusive choices. It neglects to discuss the potential for hybrid models or other evolving business strategies in the streaming market. The focus on the choice between ad-supported and ad-free tiers overlooks other considerations that may influence consumer decisions, like content library or device compatibility.
Gender Bias
The article mentions Rita Ferro, Disney's president of global advertising, and quotes her directly, which is positive. However, there's no further analysis of gender representation within Disney's leadership or the broader context of the streaming industry. A more comprehensive analysis would evaluate whether women are equally represented in decision-making roles and whether the language used about women in the industry differs from that used about men.
Sustainable Development Goals
By offering cheaper, ad-supported tiers, Disney aims to make its streaming services more accessible to a wider range of consumers, potentially reducing inequality in access to entertainment and information. This aligns with SDG 10, which seeks to reduce inequalities within and among countries.