LOS ANGELES / NEW YORK - Walt Disney Co. launched its much-anticipated Disney+ platform early Tuesday morning, embarking on an effort to turn a nearly century-old entertainment giant into a streaming leader.
"I feel great about what we've done," chief executive officer Bob Iger told a roomful of reporters last week."I love the app. It's rich in content. It's rich in brands. It's rich in library." "These are deals you just can't beat," said Kevin Mayer, who heads Disney's direct-to-consumer division and has helped craft the streaming strategy.
Unlike Netflix, which releases new seasons of programmes all at once. Disney+ will put out one episode per week for its original shows. The programmes will come out at midnight Pacific time on Fridays - timing geared toward attracting a global audience, according to Ricky Strauss, Disney's head of content and marketing for the product.
But the marketing blitz for the new service seems to have paid off. UBS Group AG analyst John Hodulik surveyed more than 1,000 consumers in October and found some 86 per cent had heard of Disney+. Nearly half were likely to subscribe.
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