Disney Plus has already introduced rules to prevent password sharing between subscribers. However, thanks to recent statements from Disney CEO Bob Iger during an interview on CNBC, it was revealed that the platform plans to launch an initiative to charge users for sharing their passwords starting in June. The introduction of this measure will begin in “a few countries and markets” and will then be extended to all subscribers in September. The policy against sharing passwords first went into effect for new members on January 25 and existing members on March 14, in the US only. With this move, Disney Plus follows the example of Netflix, the first streaming service to introduce an additional fee of 4.99 euros per month for each extra viewer outside the subscriber's usual household in 2023.
During an earnings call in February, Disney Chief Financial Officer Hugh Johnston confirmed that subscribers “suspected of improper sharing” will receive a reminder to sign up for an individual subscription over the summer. Additionally, you will be able to add external members to your family for an “additional fee”, although Disney has not yet provided details on the cost. Last month's merger of the Disney Plus and Hulu apps is another piece in Disney's strategy to push more subscribers to its most lucrative streaming package. The combined app not only offers content from both services but also integrates viewing history to improve recommendations.
Bob Iger, interviewed by CNBC, expressed great enthusiasm for the commitment shown by Disney subscribers who, not having Hulu, have begun to view more of the programs previously available on Hulu, including the “Shogun” series. “We need to increase engagement,” says Iger, highlighting the importance of advanced technology tools to reduce subscription cancellations and increase user loyalty, such as recommendation engines and greater knowledge of your customers. Disney is also working to “unify the identities” of users so that their presence on the Hulu app is linked to their presence on Disney Plus, ESPN and their set-top box. This represents a vital tool in the fight against password sharing. With big plans for the future of his streaming business, including a streaming-only version of ESPN, Iger expects the platform to reach profitability by the end of the fiscal year. Paid sharing will likely help make this happen.
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