Disney+ Bundles Early Access to Branded Products With Streaming Service

Disney is offering American subscribers to its Disney+ streaming service early access to merchandise, letting them shop for products a week ahead of the public.

The offering is a limited-time test, letting members get “special access” to the Shop Disney website to find products related to Star Wars, Marvel and the company’s flagship animated titles ahead of the holiday season, according to a Tuesday (Nov. 1) news release.

PYMNTS reported in August that Disney was considering a membership program with rewards to get customers to spend more on its streaming services, parks, resorts and merchandise.

Disney CEO Bob Chapek has been a big proponent of having the company do more cross-selling, and he’s highlighted Disney’s “unique synergy machine,” saying one of the virtues of the company is how it can connect with people in many ways.

Last month saw Disney+ rival Netflix make a similar move to pair streaming content with merchandise with the opening of an immersive multimedia experience called Netflix at The Grove in Los Angeles’ Grove retail and entertainment district.

Inside, visitors can find merchandise tied to Netflix shows, and “photo-ready vignettes” featuring life-size versions of characters from the streamer’s hits “Squid Game” and “Stranger Things.”

“Whether Netflix’s push into physical retail is more publicity campaign than strategic expansion is open to question,” PYMNTS noted at the time. “What’s not in doubt is that the streaming giant lost ground in 2022 and is seeking ways to inspire its roughly 220 million subscribers to stay engaged — and subscribed.”

Disney+ had slightly more viewers — 221.1 million — when it reported earnings this summer. That’s taking into account its own channel, Hulu, and ESPN+.

Both companies — along with rivals like Amazon and Apple — are fighting for a shrinking number of viewers. PYMNTS research found in July that 63% of consumers subscribed to streaming services, down from 70% in May. The study also found that streaming services lost 10% of their subscriber base on average.