In the Goldman Sachs 2022 Communacopia + Technology Conference yesterday, Disney CEO Bob Chapek commented on how he sees much closer integration of Disney+ and the company's theme parks.
Asked by host Brett Feldman about recent talk of Disney's membership program, similar to Amazon Prime, Chapek said that Disney+ will have detailed knowledge of what a subscriber does during their theme park visits and will be able to adjust Disney+ content to fit. Similarly, theme park experiences will be tailored based on the individual's Disney+ viewing habits.
Chapek also added that Disney+ will, "become a platform for consumer engagement with The Walt Disney Company, not just a movie service platform."
Here is the full transcript of Bob Chapek's response.
Well, The Walt Disney Company only has two business units right now. We used to have, I think, five, physical and media. And as simple as that is now for us and requiring less and less going over the transom to have synergies and collaboration inside the company, the way the consumer looks at it, it's one entity. And interestingly enough, we've taken 5 databases down to two. But if we can have a universal guest experience, recognize that a person who spent 7 days in the park, 24 hours a day, and we know all that information about them, is the exact same person who watches XYZ on Disney+, and we can identify that person to the same one, and they give us the ability to go ahead and use the data that way, we can now customize and personalize an experience way beyond anything we've ever been able to do before, bringing now the two pieces of The Walt Disney Company into one for one common guest experience. That will give us a competitive advantage because who else has got the physical – deep physical data that you get on somebody if they spend 7 days with you, and they essentially live with you for a week? And then how does that affect what they see on Disney+? So Disney+ will be conscious of what you do in a park and will then feed you information, not on people that look like you in terms of viewing habits, people that watch this, watch that, therefore, we will feed you this. We will do it specifically on what you did during your 7 days and vice-versa. What you watch on Disney+ then will have an impact on your guest experience at the park. And I think that's going to put us in a tremendous position of competitive advantage.
As Disney approaches its 100th-anniversary celebrations, the company is moving towards a technology-first focus, blending the lines between physical and digital experiences and using deep data to make it possible.
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