Disney launching OTT service for millennials

Minnie Mouse
In addition to the new streaming service, Disney Digital Network also launched a new brand called Disney Eats. (Pixabay)

Disney is just coming off its ESPN+ streaming service launch and building toward the 2019 launch of its Disney-branded streaming service. In the meantime, the company is putting out an ad-supported streaming service geared toward millennials.

According to TechCrunch, the new service is being run by Disney brand Oh My Disney and will feature Disney social content and short-form video programming from Oh My Disney and Maker creators and partnerships.

“We know that our clients and advertisers are looking for unique, compelling, brand-safe, and diverse ways to reach audiences at scale,” said Rita Ferro, president of advertising sales and marketing, direct-to-consumer and international for Disney and ABC, according to the publication. “The results that Disney Digital Network has generated for advertisers in the last year alone prove that we are delivering on those needs.”

The stressing of brand-safe content for advertisers comes as video giants like YouTube are struggling to ensure marketers and brands don’t have their messages attached to controversial or inappropriate content.

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In addition to the new streaming service, Disney Digital Network also launched a new brand called Disney Eats, according to TechCrunch. The new brand will focus on food served at Disney Parks and Disney-themed recipes. Disney Eats is also partnering with Tastemade on an original series.

As Disney’s streaming and direct-to-consumer strategy continues to grow and diversify, the company is aligning its direct-to-consumer and international businesses into a newly formed segment.

Kevin Mayer, who has served as Disney’s chief strategy officer since 2015, has been named chairman of the new business segment.

“Kevin is a proven leader who has played a critical role in bringing together the collection of creative and technological assets that will allow Disney to offer unparalleled entertainment experiences in a direct-to-consumer future,” Disney CEO Bob Iger said in a statement.

The new segment also houses Disney’s stake in Hulu, BAMTech and the management of global advertising sales for Disney’s media properties—including ESPN, ABC, Freeform and the Disney Channels.