May and June mark milestones in the worldwide expansion of Disney Plus. In May, it debuted in South Africa and did so in North Africa and West Asia on 8 June. This week, it has arrived to several European countries, including Hungary, on 14 June. Today it will be available in Israel. Below you can read the details about its Hungarian debut and the company’s plans from the country manager and media head of the Walt Disney Company in Russia & CIS, Central & Eastern Europe, Kakhaber Abashidze.
Mr Abashidze has given an interview to the Hungarian economy media outlet, portfolio.hu. He said he found the Central and Eastern European region very exciting from a business point of view because it develops swiftly. Disney is well-known to many, and it has been on the market for a long time. However, there is still room for development regarding their streaming service. Disney has to extend their offer and increase the number of subscribers.
Their attitude towards the regional market is positive, and they find the market dynamics here interesting. Abashidze revealed that all markets had their challenges and characteristics.
Disney reached 137.7 million subscribers in only 2.5 years. That is an extraordinary expansion, he said. Abashidze added that they struggle to bite out the greatest possible market share in the future. Globally, they would like to acquire 230-250 million subscribers by 2024, so the current expansion fits into that strategy.
Based on a survey conducted by GKID, 47 pc of internet users heard about Disney+’s debut in the region on 14 June. That clearly shows the success of their campaign. Eight pc of the active users said they would like to be subscribers from the start. Disney+ began with more than 900 films, 800 series and 150 exclusives, self-made content in Hungary.
Currently, the biggest problem is to prevent subscribers from sharing their passwords with non-subscribers. The New York Times wrote that Netflix would like to launch a cheaper version with advertisements. Parallelly, they would like to introduce harsher rules against password-sharing. The regional leader of Disney said that they follow the measures of their rival streaming company and would also like to tackle the problem of account-sharing.