A source familiar with the matter said,Disney’s membership program will be similar to Amazon’s Prime program, offering consumers discounts and exclusive services, such as discounts on food, free shipping and paying a monthly or annual fee for streaming services, to encourage consumers to stay in the streaming service. More money can be spent on media, theme parks, resorts and merchandise.
However, people familiar with the matter cautioned that the plan is still in the early stages of discussion, and it is impossible to know the specific program and membership fees, as well as the launch time.
At the moment when the streaming media is competing for membership, Disney has previously used the Disney+ subscription service, and has come to the top in the future to compete with the veteran player Netflix for the status of streaming media dominance.
In the third quarterly report for 2022 announced in August,Disney has surpassed Netflix for the first time in total subscribers, and the park business has experienced a major comeback.
However, people familiar with the matter said that the new membership program Disney is currently discussing will be different from the Disney+ subscription service, the former will be more aimed at Disney’s individual customers.
In this regard, Disney CEO Bob Chapek (Bob Chapek) has expressed his support, and he has always hoped that Disney will have the opportunity to do more cross-selling to consumers.
Similar loyalty programs have been popular among retailers such as Amazon and Walmart, which not only help companies better understand customers’ buying habits, but also offer discounts and perks to increase customer stickiness.
For Disney, the membership program can also be described as “killing three birds with one stone”, not only providing consumers with more services with added value, but also allowing consumers to spend more on the company’s other products and services, which is more important Yes, through membership, Disney will be able to grasp the preferences of a large number of consumers.