Disney Planning Its Own Amazon Prime-Like Membership Offering
Disney is looking to package streaming, parks, and merchandise offerings all in one membership deal.
The Wall Street Journal reports that Disney is exploring a membership program that could offer discounts or special perks to encourage Disney fans to spend more on its streaming services, theme parks, resorts, and merchandise.
The program Disney is exploring would incorporate streaming, merchandise, and its theme parks and resorts. The membership program is similar to Amazon Prime, which offers lucrative perks for subscribers. WSJ even reports that some executives are internally calling this potential offering, “Disney Prime.” Although that won’t be the name of the program according to sources.
The discussion for Disney Prime is in the early stages but Disney CEO Bob Chapek is a believer in the idea and sees potential in Disney’s ability to cross-sell to its consumer base.
“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,” said Kristina Schake, senior executive vice president and chief communications officer at Disney, told Wall Street Journal. “A membership program is just one of the exciting ideas that is being explored.”
Disney already has an established fan club called D23. This membership offering would be different. It could be possible that there could be some integration and overlap between D23 and Disney Prime members.
Disney is already at work to add a commerce feature to Disney+. This would allow subscribers to buy merchandise associated with some of its shows through the platform. This is an idea actually suggested back in August 2021 when writing about the closure of the Disney Stores.
I’m not surprised Disney is looking into a more robust membership service. With Disney revising its annual passholder structure for the parks, along with its focus on Disney+, and its love of synergy it was only a matter of time. I’ve discussed the Disney Prime idea multiple times, and I even speculated during May of this year that Disney could be prepping this idea.
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Zach Perilstein is the Editor-in-Chief of the Boardwalk Times
