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Disney announces $12.99 bundle for Disney+, Hulu, and ESPN+ 

By August 15, 2019No Comments

New bundle: Disney will offer a package that includes Disney+, ESPN+, and Hulu (w/ ads) for $12.99/month.

Retail price for each service as a standalone.
1) Disney+ – $7
ESPN+ – $5
Hulu (w/ ads) – $6
4) Total – $18

This bundle would work out to a 28% discount versus purchasing all three separately.

The big question #1: Has the great “rebundling” already began?

The big question #2: What about ads?

Disney announced that digital ad inventory for all of its TV content would be available programmatically by this fall through the Trade Desk.

Key details for Disney ad announcement:
1) Includes inventory from 11K shows and 10K lives sports events
2) Entire Disney ad portfolio reaches 275M per month
3) Digital inventory adds 29% to total reach
4) Monthly reach is 11% greater than Google and 30% higher than Facebook

BTW: Disney’s future streaming content is crushing it at the box office with The Lion King becoming the latest to pass $1B.

Disney share of the domestic box office by year:
1) 2010 – 14%
2011 – 12%
2012 – 14%
2013 – 16%
2014 – 16%
2015 – 21%
2016 – 26%
2017 – 22%
2018 – 26%
2019 – 35%

Video: Disney announces streaming bundle to compete with Netflix

Flashback #1: Disney and the Future of TV

Flashback #2: Nine Reasons Why Disney+ Will Succeed (And Why Four Criticisms are Overhyped)

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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