Disney+ · B2C · family streaming service
Announce a price rise weeks before big new releases, effective after they start
Press backlash at announcement; no subscriber numbers given
Unknownpricing
What they did
Disney+ announced its price increase two to three weeks before premieres of Ahsoka and a big Marvel series, with the new price taking effect mid-series, so the bad press landed first and subscribers were engaged in new shows when it hit. Guest's version: tease or ship features that materially improve the product, reaffirm the value prop in the comms, say how the money improves the product, and never blame inflation.
What happened
Announcement was criticized in the press; host thinks the timing was smart. No outcome data.
“The thing Disney I think actually did really well, maybe, is that they timed the press announcement before two big series.”
“So, they announced it two or three weeks ahead of that. They don't go into effect until mid-series with these big new shows.”
“And don't blame a price increase on like inflation or something that consumers can't control.”
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