Could bringing back older Disney films and tv shows bring more ad revenue?
A recent article on how Disney could use its Disney+ Ad Tier to increase the amount of Legacy Content on Disney+ reveals how Disney could take advantage of their older films and shows for more ad revenue.
The article discusses how some content from Disney’s nearly 100-year legacy isn’t available on Disney+. The author, Holloway, discusses how advertisers “continually want more content to buy ad space for”. What is currently in Disney+ that advertisers can make revenue from are titles like “Glee” and “The Orville”. However, Holloway argues that some older Disney-owned series could bring more ad space for advertisers to buy. Since some big-name advertisers would want to buy ad space on more popular shows like “The Simpsons”, having older shows and films that are less popular, like the tv series and movie “Zorro”, allows smaller companies who might be interested in cheaper ad slots to advertise on those shows. Because tv series run longer than movies, there are more episodes to include ad slots. This would also benefit Disney, because they would be able to make more revenue from selling ad slots on older content.
This article connects to the topic of sponsored, in that advertisers compete for ad slots on Disney+ movies. In more popular Disney tv series, such as “Glee”, ads are sold to the advertiser who can pay the most for it. By thinking of the possibility of adding older Disney shows and movies, advertisers won’t have to fight for the few spots, and more spots will be added at a lower price. This allows Disney to raise the price as they please to make smaller companies indifferent to the ad slots that are cheaper (on less popular, older shows). This is what we learned in class, where the owners of slots will raise the prices of certain slots so all the advertisers have a slot they will buy.
I think this is a good idea, because bringing back older films and tv shows will rejuvenate the Disney+ scene and bring the older generation nostalgia, while also allowing Disney to make more ad revenue.
Link to article: https://whatsondisneyplus.com/could-the-disney-ad-tier-lead-to-more-legacy-content/