The Weird Way Disney Is In Competition With Itself
Disney has found itself in a unique situation. The house of mouse, in an odd way, is in competition with itself.
Disney, in a weird way, has found itself in competition with none other than itself. If you weren’t aware, the house of mouse owns streaming giant Hulu. And interestingly enough, Hulu is giving the company more subscribers than its proprietary Disney+ platform. According to the Wall Street Journal, for about a year and a half Hulu’s subscriber growth has exceeded that of Disney+.
The fact that Hulu is outpacing those signing up for Disney+ memberships at present could be the key to convincing wary investors that having a collection of streaming platforms will serve as a long-term benefit for the company. As of now, some of the company’s top investors do not see potential in Disney’s streaming initiatives. To date, it has only served as a profit loss for the house of mouse. The Wall Street Journal reported that the company’s “… losses have totaled more than $6 billion since the launch of Disney+.”
Disney is not letting its losses sway it from its streaming commitment. The company sees Hulu, as well as ESPN+, as the vessels that will allow them to tap into the broader streaming market. Jonathan Carson, the chief executive of the data firm Antenna, echoed the entertainment titan’s logic. He pointed out that it’s smart for the company to be leaning into Hulu and ESPN. This is because where Disney’s core content caters to more of a niche audience Hulu and ESPN have a far greater appeal to the general masses. “But there’s a broader and longer-term upside for Hulu, because it has general market appeal, while Disney+ has a much more specialized fan base,” highlighted Carson.
As part of its strategy to leverage Hulu and ESPN+ more, Disney is added extra content and by doing so is aiming to increase the value of the services themselves. For instance, the monthly cost for a subscription to ESPN+ will be increasing from $6.99 to $9.99. Disney also hopes that a move such as this will also help to drive its profitability within the medium.
Disney CEO Bob Chapek further outlined the company’s logic in an earnings call. During the call, Chapek revealed that approximately 50% of Disney+ subscribers do not have children. This makes the value of having Hulu and ESPN in their arsenal even more clear. In contrast to Disney+, those platforms have content specifically tailored to adult audiences. Thus, the reasoning here is that if the entertainment icon wants to retain its childless subscribers and attract new ones, it would be wise for them to continue to invest in the growth and expansion of its tertiary platforms.
There is one tiny caveat standing in Disney’s way, however. The company doesn’t outright own Hulu yet. To do so, they would have to buy out NBC Universal’s 33% stake. Morgan Stanley analyst Benjamin Swinburne thinks that Disney would be wise to fully acquire Hulu, because having full control would better serve the company’s overall goals. Ultimately, the ball is in Disney’s court right now and what those in power decide could end up defining its place in the streaming sector as a whole.
