OK, so that was about making sure that ad tier number is the final number you want to release?
Yeah, and I think you’re going to see it, because Nielsen, I think, is coming out with their kind of MAU (monthly active user) number.
What’s ahead for the Disney+ ad tier in 2025 and Disney’s adtech?
We know that over 50% of the people who are signing up for Disney+ are choosing the ad tier. The number fluctuates, but it’s definitely over 50% consistently on a month-to-month basis.
We’re very excited about our Tech and Data Showcase, where we’re going to talk about what is next in this upcoming year. Last year, we announced Disney’s Magic Words. We’ve now had a couple of brands come in and test with us. We’ve learned some things about what is next around contextual advertising and putting the right ad at the right time in front of the right consumer, and what that drives in terms of opportunity for brands.
We’re very excited about our global rollout and making sure that customers understand the enablement of our global technology stack so that every time we’re launching new advertising products and innovation in the U.S., our global markets are able to take advantage of those. And as more and more brands are looking for global opportunities, Disney is going to be an important partner for them in that space, just given how much of our content resonates globally with our key franchises around Marvel and Star Wars and Disney, and some of our best shows, which resonate around the world.
What else can marketers expect from the Tech and Data Showcase?
We’re also going to talk about Generation Stream’s next version. We’ve put out these thought leadership studies. Hulu did the first one, Gen Stream, before we merged with them. But then we did Gen Stream Sports. We did Gen Stream Family. That was version three, and we’re going to put out the results around Gen Stream global advertising marketplaces. And so I think we’re very excited about the global consumer, who they are, how it’s different, and how it’s the same across our platforms around the world so brands have a full understanding of how to best partner with Disney on our streaming businesses.
And then the last thing I think we’re going to talk a little bit about is teasing advertising innovation and the upcoming ESPN flagship product and opportunity, what that will mean for partners in terms of sports and streaming.
You have the ESPN flagship streamer coming out. But you also have the ESPN tile coming to Disney+, much like the Hulu tile already came to Disney+. What’s the difference between the tile and the flagship streamer?
The tile will be a lot of content from ESPN that we think audiences that are on the Disney+ platform will enjoy and consume, and it may be different than some of the content that you would traditionally see on ESPN+. We know that the consumer on Disney+ is a different consumer, and they’re probably not a heavy sports fan. Some may be, but we want to give more sampling of content with a bent toward live events and alternative casts. For example, we’re going to have a Mickey and Minnie alt-cast for the National Basketball Association Christmas Day games. So, there are a lot of those types of things. More women’s sports because we know that there are more women watching on Disney+. And by the way, why not give them incredible storytelling and sports that inspire and get them excited about watching more content? So it’s around an audience expansion opportunity.