Disney Raises the Stakes, and the Competition Should Be Worried
The term "Netflix-killer" gets thrown around way too much by lazy tech writers, so I'm not going to call Disney's announced streaming bundle a Netflix-killer…but it sure isn't doing Netflix any favors.
For those who missed the news, Disney CEO Bob Iger announced in an investor call that the company will offer a bundle of Disney+, ESPN +, 和Hulu, 12美元,从11月12日开始. The whole thing is so clever it's diabolical. That's the same price as Netflix's most popular plan, and the three-part bundle is designed with the whole family in mind. There's Disney+ for the kids, ESPN + for Dad, and Hulu (the SVOD with 更多女性观众 和一个 重视女性人才)给妈妈.
That makes it easy for families to see the value in the service. Why get one service that has content for a few people in the family when you can get three services for the same price that appeal to everyone?
Netflix is coming off a rough quarter, having 摆脱你.S. 用户 for the first time, and this is likely to add to its woes. But this certainly isn't a Netflix-killer. Netflix是一头鲸鱼. It's the first global network. 它会比我们都长寿.No, the real danger is to every other service struggling to gain a toehold.
As we learned last week, households don't want to pay a lot for streaming services. 他们愿意付钱 an average of $21 per month. They might pay more in actuality, but that's what they'd like to pay. They don't see a point in paying for loads of content they don't have time to watch.
Once Disney+ launches, I see it playing out like this: Most households will keep Netflix. It's the biggest and its shows generate huge buzz. Many will pick up the Disney bundle, especially if they have kids. 如果没有，他们会去HBO. And everyone will keep Amazon Prime, because they want the free shipping.
但仅此而已. There's no more room for other services and no time to watch any more content, anyway. We're in the age of streaming experimentation. The reality is a few services will rise up, but most experiments will fail.
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