This new trend is a thorn in the side of subscription streaming platforms. Faced with the proliferation of such offerings, more and more users are interrupting their subscriptions as releases come and go. A cat-and-mouse game that doesn't really benefit industry players, who need to maintain a stable subscriber base for Wall Street as much as for advertisers.
Disney+ may have found the solution to this thorny problem with a loyalty program. It has just been launched in the United States and is expected to roll out to the rest of the world in the coming months. Called Perks, it takes advantage of the company's wide range of activities to establish itself as a must-have for users.
Still active, still attractive?
In a press release shared on May 29, Disney announced the launch of Disney+ Perks and Hulu Perks, a program of always-on benefits and exclusive offers designed for subscribers to its service. Specifically, all users will be offered digital gifts or privileged access to certain major events. At launch, American users will have a chance to win tickets to the world premiere of Freakier Friday or a 4-night cruise on the Disney Destiny departing from Fort Lauderdale. A raffle that the company hopes will justify the price of its subscription for users ready to jump ship.
Discounts are also available to all users. The firm promises 20% off at the equipment manufacturer Adidas as well as 15% off at Funko and Loungefly. Unsurprisingly, the parks are also being highlighted with special discounts this summer. In some hotels, it will be possible to take advantage of preferential rates on overnight stays. Finally, my American users will be able to get some gifts on online games, such as MONOPOLY GO! or Star Wars TIE Fighter and Disney Emoji Blitz.
A new idea, really?
Disney+'s new strategy is not new; the firm had already tested it in the past in a selection of territories. These experiments were successful, and the Burbank-based company is now rolling them out on a continuous basis. Mickey understood that its catalog alone wasn't enough of a selling point for many consumers, so the company is putting all the odds in its favor. This strategy is obviously reminiscent of that of one of its rivals: Amazon. Since its launch, Prime Video has been included in a suite of offers and services. Prime Video is just one of the many benefits of Amazon Prime, initially chosen for its free and expedited delivery. A Delivero Plus subscription, Prime Gaming or Twitch benefits, the formula offered by the e-commerce giant has become essential for many households.
While Disney+ can't (yet) compete with its promotions and competitions, it must be admitted that customers might think twice before canceling their plans.
It remains to be seen when Disney+ Perks (Perks in the language of Molière) will arrive in France. Last July, the company offered 20% off a stay at Disneyland Paris to Disney+ subscription holders. We can expect the operation to be repeated when Perks launches in our green lands.
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