Disney recently announced its fourth-quarter earnings, and then the stock price dropped significantly, indicating that investors were not satisfied with Disney’s announced results. According to media reports, if Disney+ cannot attract the elderly user group, I am afraid it will not be the next Netflix.
The number of subscribers to Disney’s Disney+ streaming service in the fourth quarter was probably the most disappointing. Some Wall Street people have predicted that Disney+ will add 9.4 million subscribers in the fourth quarter, but only 2.1 million.
Disney CEO Bob Chapek said on the conference call that a series of new shows and movies to be released in the fourth quarter of 2022 may be a major driver of user growth next year, and the company is still expected to To reach the target of 230 million to 260 million subscribers in 2024:
The fourth quarter will be the first time in Disney+ history that it plans to release original content from Disney, Marvel, Star Wars, Pixar and National Geographic within a quarter. This includes the highly anticipated Ms. Marvel and Pinocchio.
Analysts at the research company MoffettNathanson believe that Disney’s program content revolves around classic Disney characters and Pixar, Marvel, and Star Wars, etc., and may not be enough to reach a specific group of users-those families without children. The report states:
We believe that Disney+’s recognition score in the United States is almost the highest in its class, but it has not penetrated into the elderly family population over 50. These families may not have children who are attracted to Disney content, nor Will definitely become a big fan of Marvel, Pixar or Star Wars content.
Regarding how to start attracting older users without children, MoffettNathanson believes that Disney+ should begin to develop more non-branded, popular entertainment content, just like Netflix. The research company also stated that Disney should expand its international and local language content to attract more global audiences.
Of course, it needs to be pointed out that since its launch two years ago, Disney+ has achieved impressive results. The service currently has 118.1 million users, compared with 73.7 million in the same period last year. However, if you want the number of users to continue to grow, MoffettNathanson’s argument for more popular content seems reasonable.
The report, titled “Disney: This is our industry of choice,” was released last Wednesday.