Disney CEO Bob Chapek says that Disney+ will. become a consumer engagement platform deeply integrated with the theme park experience

Sep 15, 2022 in "The Walt Disney Company"

Posted: Thursday September 15, 2022 10:57am ET by WDWMAGIC Staff

In the Goldman Sachs 2022 Communacopia + Technology Conference yesterday, Disney CEO Bob Chapek commented on how he sees much closer integration of Disney+ and the company's theme parks.


Asked by host Brett Feldman about recent talk of Disney's membership program, similar to Amazon Prime, Chapek said that Disney+ will have detailed knowledge of what a subscriber does during their theme park visits and will be able to adjust Disney+ content to fit. Similarly, theme park experiences will be tailored based on the individual's Disney+ viewing habits.

Chapek also added that Disney+ will, "become a platform for consumer engagement with The Walt Disney Company, not just a movie service platform."

Here is the full transcript of Bob Chapek's response.

Well, The Walt Disney Company only has two business units right now. We used to have, I think, five, physical and media. And as simple as that is now for us and requiring less and less going over the transom to have synergies and collaboration inside the company, the way the consumer looks at it, it's one entity. And interestingly enough, we've taken 5 databases down to two. But if we can have a universal guest experience, recognize that a person who spent 7 days in the park, 24 hours a day, and we know all that information about them, is the exact same person who watches XYZ on Disney+, and we can identify that person to the same one, and they give us the ability to go ahead and use the data that way, we can now customize and personalize an experience way beyond anything we've ever been able to do before, bringing now the two pieces of The Walt Disney Company into one for one common guest experience. That will give us a competitive advantage because who else has got the physical – deep physical data that you get on somebody if they spend 7 days with you, and they essentially live with you for a week? And then how does that affect what they see on Disney+? So Disney+ will be conscious of what you do in a park and will then feed you information, not on people that look like you in terms of viewing habits, people that watch this, watch that, therefore, we will feed you this. We will do it specifically on what you did during your 7 days and vice-versa. What you watch on Disney+ then will have an impact on your guest experience at the park. And I think that's going to put us in a tremendous position of competitive advantage.

As Disney approaches its 100th-anniversary celebrations, the company is moving towards a technology-first focus, blending the lines between physical and digital experiences and using deep data to make it possible.

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Notes from NeverlandSep 28, 2022

An updated membership/reward program could make a lot of sense. Especially for Disney Cruise Line. The Castaway Club is so outdated and underwhelming, and really doesn't make any sense. Something that reflects money spent would work far better on DCL than the odd total trip system.

pdude81Sep 28, 2022

And when do these rolling points expire? By the time you can weekend in a 2BR the first ones would be gone already.

Chip ChippersonSep 28, 2022

Plus, what's anyone really going to do with 12 points/year? 1 night in a deluxe studio during the low season at certain resorts? Hardly worth it, even as a "perk."

nickysSep 28, 2022

But DVC is a timeshare and has to conform to timeshare laws. And even if people are given 1 point per month, that’s a contract and then that minimum has to apply to everyone buying in. Plus the dues will have to be paid! So at the end of your year of premium membership for which you paid the earth for, you now owe them another $85. Cannot and will not happen.

Cesar R MSep 28, 2022

I wonder actually how much are they losing in merchandise sales. People have a budget and if the basics are above.. pretty sure they will only force people to buy cheaper stuff or even stop altogether.

Cesar R MSep 28, 2022

Let's say you have a very large monthly subscription. 1500$ usd or more a month for the "premium platinum" whatever you think of. Apart from having annual pass, you get like 1 point of DVC points per month. Literally transforming the DVC program into subscription mode.

_calebSep 16, 2022

NEW New Fantasyland attraction:

Chip ChippersonSep 16, 2022

Princess Funeral After Hours events?

_calebSep 16, 2022

I just want the WDW Today Channel and Must-Do Disney (or whatever the new version of this is) on Disney+.

Epcot82GuySep 16, 2022

Even worse. It's Big Brother Bobby then using that information to manipulate you into doing what is most desirable and profitable to him, often without you even knowing.

aladdin2007Sep 16, 2022

sad but true no doubt

RoakorSep 16, 2022

Its "Big Brother" Mickey watching everything you do...

Tha RealestSep 16, 2022

Right now Chapek’s looking at this long, winding queue of people waiting to see the Queen and is thinking, “how can we monetize this?”

flynnibusSep 16, 2022

Show me throngs of tourists who didn't book their WDW trip because of a park reservation being blocked out? (those visitors instead just goto another WDW park) The locals impact at WDW who might be turned away isn't going to move the needle.