Report: Disney Could Create its Own Version of Amazon Prime

Posted on September 1, 2022 by Laurent Giret in Music + Videos, Disney+ with 6 Comments

Disney is reportedly exploring the creation of a new membership program inspired by Amazon Prime. According to a report from the Wall Street Journal, this new program could consolidate Disney’s various entertainment activities including the company’s theme parks and resorts, streaming services, as well as merchandise.

If discussions are said to be in the early stages, the project is being supported by Disney Chief Executive Bob Chapek. Some executives have also referred to Disney’s initiative as “Disney Prime,” though that won’t be the name of the program, according to the report which cited people familiar with the company’s plans.

“Technology is giving us new ways to customize and personalize the consumer experience so that we are delivering entertainment, experiences and products that are most relevant to each of our guests. A membership program is just one of the exciting ideas that is being explored,” said Kristina Schake, senior executive vice president and chief communications officer at Disney in a statement shared with the Wall Street Journal.

Disney is one of the biggest entertainment companies worldwide, and it has a lot of opportunities to offer its customers more value with a membership program. Ultimately, Disney would also very much like to get more data about its customers’ behavior so it can provide them with better recommendations.

“As an early step to better link Disney products and services, Disney is working to enable subscribers to its Disney+ streaming service to buy merchandise such as T-shirts, themed accessories and children’s costumes associated with some of its shows by scanning a QR code on the service that links to the Shop Disney website, people familiar with the plan said.”

Creating a membership program certainly worked well for Amazon, which had 200 million Prime subscribers as of April 2021. However, if Amazon Prime launched with an annual fee of $79 back in 2005, the service got a price increase from $119 to $139 back in February.

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