(D1 U24) Discuss how successful media concepts have been positively exploited across multiple media industries
Disney +
Source: Disney+ Website
The website’s set up includes dark background colours with bright covers for each film- this makes it look clean , elegant and organised - making it easily understandable for a younger target audience. The bright colours on the visuals allow the younger target audience to view the site easily, making it easy for them to navigate through the elements. There is a series of clear menu items at the top with profile details being accessible from the right hand corner- allows 4 device profiles to be set up for different people in a household to access.
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| Source:Statista |
Disney Plus has surpassed 50 million subscribers (April 2020)— up more than 22 million since February 2020). The launch of this site has amused many types of audiences- causing the subscriber count to increase astonishingly within these two months. The streaming site targets both younger and older audiences with it's use of captivating layout and numerous films and programmes. It targets older audiences for the sense of nostalgia as there are many films/programmes from Snow White and the Seven Dwarfs (1937 film) to Star Wars: The Rise of Skywalker (2019) which older audiences could watch to remember and enjoy their own childhood films. Due to the extensive variety of films on the site - it allows the variety of audiences to enjoy the selection.
The websites content is specifically tailored to the likes of young children. Similar to Netflix, Disney + allows you to create a childs account where the content is all appropriate for younger children and doesn't preview anything that would be inappropriate for young children for example, sexual, gruesome or scary content. The website cleverly uses it's platform to appeal to the younger target audience as it gives a broad outline of categories e.g Disney, Pixar, Marvel, Star Wars and National Geographic- this gives all children the accessibility to watch what they like giving a broad selection. This is successful for the company as it allows all children to have something they enjoy to watch as they have such a wide selection and choice of films/tv programmes.
Disney+ offers many different genres such as collections, documentaries and history of making animations amongst many other films and series. This is successful for the brand as it allows a broad target audience and offers a wide range for it's audience.
Source: Disney+ Mobile app
The site is accessible online (website https://www.disneyplus.com), and also has been develops on on iOS and Android phones and media streaming where the layout of the site is adapted to a mobile view for audiences to access. Disney+ is also on devices such as the Apple TV, Chromecast, and Roku; as well as gaming consoles Xbox One and PlayStation 4. It is also available on Amazon Fire-stick - the use of having the streaming site on all these different platforms allows audiences who do not have one of the main devices to still access this- allowing a variety of different places you can watch it is a great advantage for the company as they will be gaining more revenue from audiences who have one of these instead of just being accessible on one platform only. This also benefits the accessibility for users anywhere in the world as they can download it if they only have a fire stick. This was done by the company to target a mass audience and allow the brand to be a big success worldwide as it is available on many platforms.
Disney+ also offers a download feature where you can download films/ programmes to watch while offline. This is a feature that many streaming websites such as Netflix/Spotify and now Youtube have introduced. This makes audiences more likely to buy a subscription as they can watch what they want whenever they want by just downloading it. This feature is another great way to appeal and interest its audiences as it is an addition that many people would be interested in. This also makes it accessible for users who don't always have wifi or 4G access- again, thinking about accessibility for it's audiences and how this increases revenue and public streaming of the site.
Disney+ used several advertising techniques to market this new streaming site. They advertised the brand on a television advert which included several clips from famous childhood films- this was used to appeal to the younger target audience to want to purchase a subscription to see these films.
Source: Disney+ on Youtube
Disney has also marketed its new campaign on several social media platforms, (@Disney+) this helps the company to gain more of a variety of audiences due to the high use of social media within this era. The Disney+ accounts are live on Instagram and Twitter where they post memes, messages and clips of films and programmes to appeal to their audiences to pay for a subscription. With this being an interactive way to see the site it allows people who have accounts on that social media account to engage in the posts as well as get direct links to it.
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DISNEY+ TWITTER ACCOUNT
Furthermore, Disney+ uses an extensive use of marketing/advertising to engage their audiences. For example the company have placed the Disney+ campaign on bus stops, billboards, buses which are key places where public can view and then look into the company. The reason why companies do this to such a great extent is to grab the preferred target audiences attention. For example, if a child was walking past and saw there favourite character advertised on the Disney + poster they make get their parents to invest in a subscription. This is a key way for a company to gain a wide target audience, while also getting their brand to be eye catching for the public. |
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