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Disney‘s streaming outlets collectively reach 164 million monthly active users, up from 157 million at the start of the year, Advertising President Rita Ferro said at the company’s upfront presentation in New York.
“None of this works without scale,” she mentioned of the corporate’s advert operations. She shouted out the reveal of pricing and different particulars of the corporate’s direct-to-consumer ESPN streaming service (as did host Stephen A. Smith later within the presentation), which can additional the corporate’s digital ambitions.
“We set a new gold standard – counting only viewers who are actively engaging with our content,” Ferro famous. “And we look forward to an industry-wide third-party AVOD measurement solution, with consistent metrics across ALL publishers.”
The stat was one in all many bits of streaming information circulating this week on the numerous upfront shows. Amazon on Monday mentioned Prime Video reaches 130 million ad-supported subscribers within the U.S., however it didn’t say if attain equals engagement. It additionally mentioned its month-to-month ad-supported attain is now 300 million viewers “across owned and operated supply and beyond.”
As a part of the streaming effort, the corporate has launched advert platform Disney Compass. Ferro mentioned it offers advertiser “direct access to first-party data for smarter planning, deeper insights and more precise measurement.” The technical capabilities, she added, are “enabled by direct connections with every major holding company top demand-side platforms, data providers, and advertisers.”
“Why does this matter?” she requested. “It allows us to act faster, understand more, and continuously evolve with our brand partners – keeping up with the new pace of change.”
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