A failure to woo older users can cost this streaming giant dear

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 11, 2021, 5:10 PM UTC

According to Yahoo Finance, Disney reported its earnings in the fourth quarter of this year is down nearly 5%.

Disney’s latest earning reports suggest that investors were not completely happy with some of its productions. The author contends that the entertainment conglomerate must focus on catering services to older consumers.

The article states, “Not everyone cares about Marvel, Star Wars, and Disney characters.” Though Disney characters appeal to younger demographics and older consumers with kids, these efforts may not be enough to reach specific groups of people – especially those living in households without young children.

A CNBC report shows that Wall Street expected Disney Plus to add 9.4 million new subscribers in 2021 Q4 but could only add 2.1 million subscribers. The analysts at MoffettNathanson said the streaming service should consider creating more “off-brand, general entertainment content” like Netflix and broaden its international and local-language content to reach a wider global audience.

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