Streaming with the mouse: Disney’s entrance into direct-to-consumer streaming and implications for the future of entertainment

Abstract

Throughout its one-hundred-year history, The Walt Disney Company has utilised many innovative tactics for promoting their products and engaging with consumers. This article highlights the use of direct-to-consumer streaming by the company as a way to reach consumers, and discusses the company’s potential future in consumer entertainment. A brief history of consumer engagement is provided, and then Disney’s strategy in the streaming marketplace is discussed along with how it may influence the future of consumer entertainment.