Disney Reportedly Exploring Membership Program Similar to Amazon Prime

The Walt Disney Company is reportedly exploring the idea of introducing an membership program that would offer discounts and special perks for their streaming services, parks, resorts and merchandise, according to the Wall Street Journal.

  • Disney is currently looking into a new membership program for its fans and discussions are currently in the early stages.
  • According to WSJ, the membership is currently being compared to Amazon Prime, which not only famously offers free shipping but also includes access to Amazon’s streaming service and has benefits in-store at Whole Foods.
  • Internally, some execs have even been referring to the offering as “Disney Prime,” although this won’t be the official name.
  • The idea of membership is said to be supported by Disney CEO Bob Chapek.
  • While Disney already has membership programs such as the D23 fan club and annual passports (or Magic Key on the West Coast), this membership would apparently be geared more toward casual fans.
  • Another goal for this membership would be to better tie Disney’s various products together — a mission that is also set to materialize in other ways.
  • For example, Disney+ is preparing to add a feature where viewers can scan a code in the service in order to buy merch associated with certain titles. This capability could arrive as soon as this year.
  • As for “Disney Prime,” it’s currently unclear exactly how much the company could charge for membership or when the option would be ready for launch.
  • The service could offer an array of perks, including exclusive merchandise. One possible example of this is a Darksaber toy  that would be available only to Disney+ subscribers.
  • This membership program would also allow Disney to learn more about their customers’ habits across multiple services. For example, a guest who favors Star Wars attractions in the parks, may get recommended more Star Wars content on Disney+.
  • Disney has also reportedly considered adding perks to the membership from third partis, like discounts on Disney on Broadway shows.

What They’re Saying:

  • Kristina Schake, senior executive vice president and chief communications officer at Disney: “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. A membership program is just one of the exciting ideas that is being explored.”