The Walt Disney Co. said it added an ESPN tile to the Disney+ app, making sports content more easily accessible to more viewers via streaming.
Consumers who subscribe to a Disney Bundle–Disney+, Hulu and ESPN+–will be able to access all ESPN+ content, including live games, without leaving the Disney+ app starting December 4. Customers who only subscribe to Disney+ will be able to watch a selection of ESPN+ programming. Available content includes the The Simpsons Funday Football animated Monday Night Football game, five NBA contests on Christmas Day, the Dunk The Halls animated NBA presentation and day-one golf coverage from the Australian Open.
The move is part of Disney’s strategy to make Disney+ into a single, seamless source for programming of all genres for the entire family.
It is also part of ESPN’s plan to give sports fans everything they want, wherever they want it. The move comes ahead of next fall’s launch of ESPN Flagship, which will offer all of the programming currently available to cable subscribers via streaming. (Once flagship launches, subscribers will be able to access ESPN content via the ESPN app and through the Disney tile on Disney+.)
“This is the next step in both the evolution of Disney plus, and also ESPN streaming future,” said Alisa Bowen, president of Disney+, during a Zoom conference call with reporters.
“This launch really highlights Disney as the preeminent, global storyteller that can bring together entertainment and Sports in a truly unique way like no other streamer,” Bowen said.
Disney+ users will find ESPN+ content in the carousel at the top of the app. Under the ESPN tile, live and upcoming programming is emphasized. Viewers will be able to find content by sport or team. ESPN+ content will be included in search results and intermixed in categories such as “bingeable series,” “recommended for you” and “recently watched.”
Standalone Disney+ consumers who try to access content available only to ESPN+ subscribers will be offered the opportunity to upgrade their subscription.
Brian Marshall, VP, sports, product management, said Disney has been working hard to seamlessly blend entertainment and sports in one app. Which should create a stickier, more user-friendly experience.
“It’s all part of ESPN’s strategy to serve sports fans of all kinds–new or established, casual or die hard–wherever they want to watch, read and or listen to sports,” Marshall said.
Disney will be able to dynamically insert commercials into live games available to Disney+ subscribers, giving advertisers more reach and scale. Stand alone subscribers to the ad-free version of Disney+ will not see ads in the ESPN+ studio shows and library content available to them.
“We already utilize our proprietary ad technology to deliver data-informed and targeted advertising in Disney+ content,” Marshall said. “Now we’re adding the ability to deliver dynamic ad insertion into live content at scale, right in Disney+.”
Hulu Too
At the same time Disney is bringing ESPN+ content to Disney+, it is also making selected Hulu content available to standalone Disney+.subscribers. The content includes the hit Shogun, the series Will Trent and Reservation Dogs, as well as movies such as Dawn of the Planet of the Apes.
The content available to stand alone Disney+ subscribers from Hulu and ESPN+ will be rotated to provide fresh content monthly.
A Hulu tile was added to Disney+ in March and Bowen said the move has proved successful.
“It’s driven deeper engagement with our content and better retention and showcases the value of our bundle offering. In fact, 40% of the entitled subscribers are engaging with Hulu content on Disney+ every month,” she said.
Having Hulu and ESPN+ content available to standalone Disney+ subscribers will allow them to sample the breadth of the content available across our streaming services, and if they choose a course, they can easily update their subscription to a bundle entitlement,” Bowen said.
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
Jon Lafayette is the Sports Editor for Barrett Media. His focus is on the business of sports, including revenue-generating activities, executive intrigue and on-air and behind the scenes talent. Jon previously covered big stories in the media industry as business editor of Broadcasting+Cable. Before B+C, Jon covered the TV and advertising industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago. He can be reached by email at Jon@BarrettMedia.com.
