In the very competitive market for video streaming services, it is difficult to find a place.
Two years after its launch on November 12, 2019, Disney + has however managed to win against Netflix or Prime Video thanks to successful series like
The Mandalorian.
Since its launch, the service has seen good progress, but the first signs of fatigue are starting to be felt. During the third quarter of 2021, Disney + gained 2.1 million subscribers, bringing its total to 118 million. The figure may seem impressive, but it remains far from the performance of Netflix, which has nearly 214 million subscribers. Investors were thus disappointed with the performance of the platform, as they expected a minimum of 125 million subscribers over the same period.
Bob Chapek, the leader of the Californian group, however, declared that he remained confident: “I want to reiterate that we remain determined to achieve our goals in the long term.
We believe we are on the right track to meet the targets announced last year of between 230 and 260 million paying Disney + subscribers worldwide by the end of fiscal year 2024. "
A well-oiled strategy
The service was able to take advantage of the pandemic to invite itself to a large number of homes, but health restrictions have severely limited the production of new content, a vital element in attracting new subscribers and keeping old ones.
“We are only in the second year and the appetite for new content on the service is extraordinary.
But when there is a pandemic at the same time and you have to stop production, it's not a good combination, ”regrets Bob Chapek.
Investors also pointed to a drop in the average monthly income per subscriber.
In one year, the latter fell by 9%, reaching 4.12 dollars.
The company blamed the drop on cheaper subscriptions in some countries like India and Indonesia.
In an attempt to attract a new audience and boost its progress, Disney + launched a trial offer at $ 2 for the first month, which then increases to $ 8 per month.
The end-of-year celebrations should also be an opportunity for many to catch up on some films and series offered by the service.
Disney + will, however, have to manage to offer more attractive content if the company wishes to achieve its objectives.
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