個案總覽

In mid-2017, faced with declining viewership and the loss of the associated advertising and affiliate fees from the pay-TV bundle, The Walt Disney Company needed to consider alternative ways to reach and engage viewers. One option was to move away from bundles and go direct to the consumer. Another option was to acquire more content and make it accessible across multiple platforms. But would these strategies be enough to stem subscriber losses? How did the push by technology disruptors into original content influence these decisions? Were there other strategies worth considering in light of changing tastes, technology, and competition?

In mid-2017, faced with declining viewership and the loss of the associated advertising and affiliate fees from the pay-TV bundle, The Walt Disney Company needed to consider alternative ways to reach and engage viewers. One option was to move away from bundles and go direct to the consumer. Another option was to acquire more content and make it accessible across multiple platforms. But would these strategies be enough to stem subscriber losses? How did the push by technology disruptors into original content influence these decisions? Were there other strategies worth considering in light of changing tastes, technology, and competition?