The future of entertainment is an exciting and ever-evolving landscape, and Disney+ is at the forefront of this transformation. In a recent conference, Karl Holmes, the boss of Disney+ EMEA, shared some intriguing insights into the streaming giant's strategy and success.
The Power of Young Audiences
One of the key takeaways from Holmes' speech is the emphasis on Disney+'s young adult audience. With almost 40% of viewing hours on the platform coming from the 16-34 age group, Disney+ has a unique and powerful demographic. This audience, as Holmes notes, has a strong affinity for the franchises and content that Disney+ offers, creating a loyal and engaged user base.
What makes this particularly fascinating is the potential for long-term growth and brand loyalty. By capturing the attention of this young demographic, Disney+ is not just securing viewers for the present but also building a foundation for future generations of fans.
Growth and Innovation
Disney+ is in a period of strong growth, with a 25% increase in its EMEA customer base since the start of 2025. This growth is not just in numbers but also in engagement, with a 10% rise in average viewing per retail subscriber.
The introduction of an ad-supported tier has been a significant growth driver, with revenue in the U.K. alone up 80% year-on-year. This strategy, which has been adopted in 15 European countries, showcases Disney+'s ability to adapt and innovate, providing an additional revenue stream while still offering an attractive proposition to viewers.
Local Originals and Global Hits
A notable shift in Disney+'s strategy is the increase in local original content. By focusing on shows and stories from various European markets, Disney+ aims to provide a more personalized experience for its diverse audience. This move is a clever one, as it allows Disney+ to tap into local cultures and narratives, creating a deeper connection with viewers.
As Holmes points out, this strategy is already bearing fruit with the upcoming release of 'Alice & Steve', an award-winning original from the makers of 'Baby Reindeer'. This local content, when combined with Disney+'s global hits, creates a powerful and diverse offering.
The Role of Cinema
Holmes also highlighted the importance of cinema releases for Disney's movies. With Disney being the top studio at the EMEA box office for nine of the last ten years, the theatrical window plays a crucial role in the success and impact of their films. This strategy ensures that Disney+ has a steady stream of highly anticipated content, keeping viewers engaged and excited.
A Lifetime of Stories
Disney's unique position, as Holmes describes it, is built on a century of brand-building. By reinvigorating its marketing efforts, Disney+ aims to reinforce the connection between its brands and a lifetime of great stories. This strategy is a powerful one, as it reminds viewers of the rich history and legacy of Disney, Pixar, Marvel, and Star Wars, creating a sense of nostalgia and loyalty.
Industry Partnerships
Disney+ is also focusing on strong industry partnerships, particularly with broadcasters. By offering an extension of reach for broadcasters' content, Disney+ provides a win-win situation. Broadcasters can access Disney+'s young audience, while Disney+ customers discover local stories and content. This strategy showcases Disney+'s flexibility and willingness to collaborate, a key factor in its growth and success.
In conclusion, Disney+'s strategy is a well-thought-out and innovative one. By focusing on young audiences, local content, and strong industry partnerships, Disney+ is not just a streaming service but a platform for a lifetime of great stories. As Holmes said, 'It's all about bringing the best content to customers and forging deep emotional connections.' And with its current trajectory, Disney+ is certainly on the right path.
