Disney+ winning messaging
The evolution of the Disney+ positioning
Hello Friends 👋🏾,
If you work on a high-growth product, there is one thing you love to see…a graph pointing up and the right. That means that the one thing you don’t want to see is a stale or declining growth chart.
Unfortunately, that has been the trend of Disney+ over the 6 quarters.
And the media & Wall Street have not been so kind to Disney+ throughout that period.
I think that sentiment is about to shift!
Why do I think so?
Disney+ ran many a/b tests over the past four months regarding messaging and differentiating its offering. Judging from these tests, it has found a winning formula for positioning and differentiating its offering from other streaming platforms. The numbers may just be lagging a little bit behind!
To better understand this point, let’s examine some of their positioning experiments over the past few months.
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Experiment 1: Emphasize Endless story headline
Date: December 2023
Changes:
Change the font size headline
Experiment 2: BundleHeadline
Date: March 2024
Changes:
Changed headline
Removed entry price from footer text
Experiment 3: Bundle Header Image
Date: April 2024
Changes:
Changed Disney+ logo to Hulu, Disney, and ESPN+ logos
Whenever I see the scope of experiments getting smaller and the experimentation timeline getting tighter, it's usually a sign that the company is in double-down mode.
If I were a betting man, I would say the Disney+ numbers will likely surprise Wall Street analysts in the upcoming quarters.
Talk soon,
Ali Abouelatta