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Earlier this month Disney finally presented their plans for their upcoming Disney+ streaming service, and it is a really big thing for the market. Unlike many other streaming services, Disney is redefining the market both in terms of their focus and scale.
From a trend perspective, there is nothing really new, but when a company the size of Disney goes all-in, it acts like a booster for the rest of the industry.
I was also impressed with how Disney 'gets it'. Disney+ is not perfect, but they clearly understand the future trends, where the market is heading, the differences in consumption, and the generational divide ... all very important trends that define so much of our market today.
So, in this 28-page article, we are going to take a deep dive into these trends, what defines them, and how they relate to Disney+ and all the other things Disney is doing.
Before we start talking about Disney, there are several fundamental factors, or trends, that have massively changed the market.
First of all, we have all seen how the entry to the market has changed. In the past, TV was entirely defined by the cable TV packages, where you would buy a bundle of channels, often without being able to pick any channel specifically, and then that was it.
In other words, in the old market of media, the bundle was the defining factor for success.
And this was not unique to the TV world, we see this with all other media markets. In the old days, the most popular newspapers were essentially bundles of random stories; the most popular magazines were those with a wide audience (another bundle); and radio was also a bundle of content.
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"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé
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