Research Overview​​​
This research, conducted from September to December 2024, includes a competitive analysis, media analysis, and a complete brand audit with recommendations for Disney Plus.
​
Background
Since the pandemic, Walt Disney Company has faced numerous challenges that have affected its overall brand health, such as park closures, store shutdowns, layoffs, and project cancellations.
Media Analysis Findings
This research shows how Disney+ effectively markets to its audience across various channels while maintaining a consistent brand voice for different generations. However, this constant presence can overwhelm viewers, diminishing messaging effectiveness. An information overload may lead to ad apathy, obstructing essential campaign connections.
Recommendations
New Leadership
The future CEO of Walt Disney Company should be skilled and passionate about the brand. They should adopt innovative ideas and commit to constant evolution.
Engaging Ads
Research shows that daily Disney+ viewers are Millennials and Gen Z, seeking challenges and games. Passionate Disney fans want to showcase their knowledge. Launching trivia-based advertisements about Disney+ content could engage this audience.
Live from Parks
Disney Streamers capture fans’ attention and draw more tourists to parks. Disney+ can leverage this opportunity by introducing regular live streams from the parks featuring specific themes to enhance viewer engagement.
Sparking Organic Promotion
Disney Parks reveals effective strategies that Disney+ could emulate. For instance, the parks promote the Annual Pass via character magnets on vehicles, reaching both locals and tourists. To keep premium subscribers engaged, Disney+ could offer magnets as part of an annual renewal package.
Social Good
Since Millennials and Gen Z make up the largest audience segment, Disney+ can enhance its authenticity by offering subscribers the opportunity to contribute a portion of their monthly fees to charities like Make-A-Wish. Furthermore, featuring annual impact episodes can demonstrate the real-world benefits of these donations.
© 2025 by Sara Vargas Nessi.