Disney+ expected to taste success in Europe despite coronavirus pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 20, 2020, 9:34 AM UTC

Disney evokes strong emotions among many European households.

This article expects the launch of Disney+ in Europe to be “massively” successful, despite the COVID-19 outbreak and fragmented media landscape of Europe. Helped by a competitive pricing strategy and local partnerships (such as Canal+ in France), Disney+’s pricing could be more affordable than Amazon Prime and Netflix.

COVID-19 will further pull subscribers to Disney+ as children across Europe will be at home due to school closures. However, Disney+ should broaden its content offering to appeal to a wider audience and invest in localised content creation.

Marketers and CMOs can analyse Disney’s shift in its marketing plan and local execution to adapt to unique situations like coronavirus. Brands looking to expand their reach can either be disruptive or  partner with their competitors, like Disney’s acquisitions with Pixar, Marvel and Star Wars brands.

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