Disney+ copies Netflix practices to regain subscribers

NEWS — With two new “pub” offers and “premium”, as well as a framework for account sharing, Disney+ is following in Netflix's footsteps to try to get back on track.

Since February 2023, Disney's streaming platform has been losing subscribers. As reported by AFP, according to results released Wednesday evening, the total went from 157.8 million at the end of March to 146.1 million at the end of June (mainly due to the Indian market). Action, reaction! Disney+ will take the bull by the horns with two new offers: “Standard with ads” and “Premium”.

All current subscribers are on a “Standard” offer, which costs €8.99 per month. From November 1, 2023, all will be automatically switched to the “Premium” offer (better resolution and more screens) at €11.99 per month. You will have to follow an opposition process to stay on the “Standard” offer.

In addition to this, a new offer at €5.99 per month will be launched: “Standard with advertisements”. It's all in the title. In addition to France, these new formulas will be launched in the United Kingdom, Germany, Switzerland, Italy, Spain, Norway, Sweden and Denmark.

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“The launch of advertising marks a new stage in the evolution of Disney+ in the European markets,” commented Jan Koeppen, president of The Walt Disney Company Europe, Middle East and Africa.

Meanwhile, in the United States, the monthly subscription without advertising will increase again in October, from 11 to 14 dollars, double the initial price four years ago.

Finally, like Netflix before it, Disney+ also wants to tighten the screws on the sharing of passwords between users to prevent them from enjoying content for free.

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