Streaming with the Mouse: Disney's Entrance into Direct-to-Consumer Streaming and Implications for the Future of Entertainment

Havard, Cody T.; Davis, Amy

Abstract

Throughout its one-hundred-year history, The Walt Disney Company has utilised many innovative tactics for promoting their products and engaging with consumers. This article highlights the use of direct-to-consumer streaming by the company as a way to reach consumers, and discusses the company’s potential future in consumer entertainment. A brief history of consumer engagement is provided, and then Disney’s strategy in the streaming marketplace is discussed along with how it may influence the future of consumer entertainment.

Citation

Havard, C. T., & Davis, A. (2024). Streaming with the Mouse: Disney's Entrance into Direct-to-Consumer Streaming and Implications for the Future of Entertainment. Alphaville: Journal of Film and Screen Media, 27(1), 75-93. https://doi.org/10.33178/alpha.27.07

• Journal Article Type: Article
• Acceptance Date: Mar 29, 2024
• Online Publication Date: Jul 2, 2024
• Publication Date: Jul 2, 2024
• Deposit Date: Jul 19, 2024
• Publicly Available Date: Jul 23, 2024
• Journal: Alphaville: Journal of Film and Screen Media
• Electronic ISSN: 2009-4078
• Peer Reviewed: Peer Reviewed
• Volume: 27
• Issue: 1
• Article Number: 7
• Pages: 75-93
• DOI: https://doi.org/10.33178/alpha.27.07
• Keywords: Disney; Disney+; Streaming; Hulu; Netflix
• Public URL: https://hull-repository.worktribe.com/output/4740337
• Additional Information: This was submitted as a single-authored paper to the journal I was co-editing, and it fell to me to edit it. In the end, I did so much work on it that the original author, Cody T. Havard (University of Memphis) asked me to take credit as his co-author, which I did. This happened/was approved by the journal's head, Prof. Laura Rascaroli (University College Cork) later in the process of editing the article, and so there was no opportunity to submit the article prior to its publication. Saying that, my contributions to the paper were substantive, so it was wonderful to have them recognised in this way.