What has happened?
Following speculation on the looming launch, Disney announced it’s subscription streaming service will open for business in Australia on November 19, one week after a US launch on November 12. With a price tag set at $AU8.99 per month Disney+ will round out just under $AU90 per annum.
In the US Disney confirmed the first episode of Mandalorian, the live-action television series produced with Lucasfilm’s, will be exclusively launched on day 1.
The Media Store Take
Disney+ is one of 3 international arrivals with Amazon Prime and Apple+. The advantage for Disney is a heritage Australian subscription model through it’s long association with Foxtel and nurtured by Disney’s short term tenancy on Stan.
As take up of connected TVs grows there is growing audience potential. Currently more than 1 in 3 Australians claim to have watched internet TV services.
Hooking attention amongst a large base of Star Wars franchise fans by launching with Mandalorian in the US is a smart move to garner a share of streaming audience attention beyond Disney’s other stable of content.
However the share of wallet squeeze will impact the number of subscriptions Australian households can tolerate to satisfy different family member preferences. Beyond aligning Mandalorian at launch, Disney could use other strategies to build audience. For example the ‘Telcotainment’ value add used by Kayo sports offering 3 months free with Telstra. If there is a free try before you buy from Disney+, be ready for unhappy kids of all ages if you cancel!