Disney is exploring a ‘Disney Prime’ membership program - The Verge

Disney is exploring a membership program aimed at casual customers that some executives have referred to internally as "Disney Prime." The program could bundle together goods and services from Disney’s sprawling empire.

Disney is exploring a membership program in the style of Amazon Prime, as first reported by The Wall Street Journal. The program could offer various exclusive perks, discounts, and other enticements for subscribers to spend more money on Disney products and services. A secondary benefit would be allowing the company to collect more information on customers’ tastes and habits, improving its ability to cross-sell across its various businesses — from streaming services to theme parks to merchandise.

According to the WSJ, discussion of the membership program is very much in its early stages. It’s not clear what segments of Disney’s audience it would target, how much it would cost, or when the program might launch. Internally, some executives have referred to the project as “Disney Prime,” though that would not be the program’s name at launch.

Disney’s chief communications officer Kristina Schake confirmed that the company is looking into a membership program in a statement to the WSJ. “Technology is giving us new ways to customize and personalize the consumer experience so that we are delivering entertainment, experiences and products that are most relevant to each of our guests,” said Schake. “A membership program is just one of the exciting ideas that is being explored.”

https://www.theverge.com/2022/9/1/23332329/disney-prime-membership-program-being-explored


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