Disney+ Looks to Local Originals and More Cinema Releases
Backed by an eager audience of more young adults than most other streamers, Disney+’s Europe, Middle East, and Africa strategy is now looking to 2 key growth areas: local originals and cinema releases. This comes as they’re seeing immense growth in their ad-supported revenue, as entertainment lawyer from Blake & Wang, Brandon Blake, is here to share.
Brandon Blake
Strong Ad Revenue Growth
In a rather eye-opening statistic, Disney+’s EMEA General Manager, Karl Holmes, also shared that the channel has seen an 80% growth in its ad revenue from the UK market over the last year. He also noted that Disney+ now has one of the most dominant young adult audience shares among streamers in the area.
This means that, while you would expect the Disney giant to dominate among actual children and those under 18, the House of Mouse now has one of the youngest “fully adult” markets among its competitors, suggesting that almost 40% of its viewing hours come from the 16- 34-year-old demographic. This puts it ahead of Netflix (32%), Prime Video (27%), Paramount+ (23%) and Apple TV (20%). Perhaps that’s not all that surprising, given the grip Disney has over childhood audiences.
Blake & Wang Lawyer
In Growth Mode
Disney’s EMEA customer base is also growing fast, now up 25% since the start of last year. At the same time, average viewing per subscriber is also up 10%. Many of these new additions are choosing the ad-supported tiers, which, in turn, has driven a revenue uptick of 80% year-on-year. Disney’s ad-supported offerings in the territory now extend to 15 European countries. That's quite impressive, given the service only debuted in Europe 6 years ago.
Now, their eyes are on their content. After all, Disney and storytelling go hand in hand, and they are already wearing the crown when it comes to movie content. In 9 of the last 10 years, Disney has been the top studio at the EMEA box office, if not the global box office, and they naturally favor sending these pictures to their streamer first once the box office window closes.
This year alone, that will mean Zootopia 2, Avatar: Fire and Ash, Toy Story 5, The Devil Wears Prada 2, and, of course, The Mandalorian & Grogu. Holmes was quick to note that cinema releases play an important part in this strategy, highlighting the impact a strong box office release has on streaming results.
They will also be looking to add more original locals to the Disney+ service, another strong theme among streamers in the last few years. They are hoping to increase the number of both scripted and unscripted content from the home market, wherever that may be, for all subscribers.
In many ways, Disney has cultivated its reputation as the home of great stories, and its influence on childhoods for over a century cannot be ignored. There can be little surprise that, paired with its current strong share of the youth market, it would continue to be the supporting bedrock of Disney’s growth strategies.













