Disney Knows What You’re Watching
The Monday Morning Quarterbacking has begun in earnest about Zootopia 2.
While the sequel has only been in theaters for a short time, its jaw-dropping success has garnered attention.
Hollywood analysts are obsessing over why this film did what so many couldn’t.
Zootopia has become Hollywood’s first true international blockbuster of the 2020s.
‘Zootopia 2’
So, how did Disney film executives anticipate this turn of events? Well, it’s simple.
Disney knows what you’re watching. Allow me to explain.
Disney’s Trojan Horse
I’ve subscribed to Disney+ since day one, and I presume that many of you have as well.
Even if you are shaking your head no, I’m confident about one thing.
Photo: Disney
At some point, you have subscribed to Hulu, Disney+, or both.
The Walt Disney Company has owned both services since 2019, with Hulu’s origins dating back to 2007.
Photo: CNN
Since Disney often offers $2.99-$4.99 deals for the services, it’s hard for consumers to say no.
You may wonder why the company offers such cutthroat rates for a streaming service.
Photo: Getty Images/Ringer illustration
After all, Disney has notoriously struggled to turn a profit with its Direct-to-Consumer (DtC) division.
That’s the entire reason Bob Chapek lost his job as CEO. He lost too much money on streaming.
Source: Variety.com
Since Bob Iger returned as CEO, he has prioritized DtC’s profitability over everything else.
Why then does Disney continue to offer these enticing deals that make little financial sense?
Bob Iger – 2023 Annual Shareholder Meeting
Well, that’s the thing. They DO make financial sense…but only when you see the big picture.
When you sign up for Disney+ or Hulu (or ESPN/ESPN+), you give Disney insights into your personal behavior.
Photo: English Jargon
All the major technology companies like Google and Meta have taken advantage of this fact for many years.
One of the reasons why Iger pushed Disney to add a streaming service was that he wanted more intel.
Families Streaming Disney+
Iger knew that when Disney signed up customers, the services would learn our likes and dislikes.
Historically, businesses guessed about the shopping tendencies of customers.
NPR
In the digital age, Disney knows. That’s because your streaming service tracks your every move.
I don’t mean to make the practice sound nefarious. It’s just how tech works.
No matter what you click on your remote or phone, the software records that action.
How does this help Disney? Well…
The Power of the Digital Flywheel
Hollywood went through a series of strikes over the past three years, and everyone knows why.
Historically, talent on various movies and television series gained royalty checks based on performance.
Photo: Disney
If something airs on cable or network television or gets rented/bought, the talent gets a small bonus.
These numbers are fractional in the greater scheme to entertainment corporations, but they matter.
Photo Credit: AP Photo/Richard Drew, File
Here’s the actor who played the Soup Nazi on Seinfeld discussing his paychecks for a 30-year-old gig.
That sounds great, right? Well, streaming works MUCH differently. In many instances, there are no residuals.
When a Hollywood worker does get residuals, they’re based on proprietary metrics.
The corporations are VERY secretive about their internal data for this reason…except Netflix.
Deadline
As the dominant streaming company, Netflix has no reason to hide its data, as it rarely pays residuals anyway.
Companies like Warner Bros. Discovery and Disney behave dramatically differently on this topic.
Photo: Netflix
They treat their streaming data like a canteen in the desert. Don’t ask for it because they won’t give it.
As an extreme example, All Elite Wrestling (AEW) has a half-billion-dollar deal with WBD.
Warner Bros discovery
The person who owns AEW readily admits he has no idea what his company’s streaming viewer totals are.
Long story short, only a select handful of people have any idea how any programs are doing on streaming.
Photo: Disneyland
Conversely, when you use a streaming service, its owner knows a staggering amount about you.
And that’s why Disney has committed to Zootopia as a brand even though it made little sense.
Photo: Disney
Nearly a decade passed between the Zootopia films, and they had little presence in theme parks before this year.
Similarly, Zootopia merchandise hasn’t exactly flown off the shelves, at least in the United States.
Photo: The Wrap
On the surface, Disney had no reason to throw such full-throated support behind Zootopia. So, why did it?
Disney Knows What You’re Watching
Photo: TipRanks
The next time you use Disney+, scan the app until you find a section called Trending.
This list differs from the one called Top 10 in the US Today, which isn’t honestly named.
Photo: Getty Images/Ringer illustration
Disney often puts its thumb on the scale to suggest content it’d like you to watch.
Trending, while by no means transparent, does hint at which content proves consistently popular.
Photo: Disney
I’ve tracked this for years for my media podcast, Streaming into the Void, and I’ve noticed several standouts.
I was first on the Moana bandwagon due to how well it performed during the early days of Disney+.
Image: The Wall Street Journal
That behavior never changed all the way through the release of Moana 2. People love it.
Similarly, some titles such as Frozen, Mickey Mouse Clubhouse, and Bluey have always done well.
Disney
Not coincidentally, all of these brands have witnessed heightened theme park presences over the years.
Disney knows what you’re watching, and it informs the way the company approaches all its brands.
Photo: Disney
Lilo & Stitch consistently sold merchandise and held well on Disney+. So, we got a live-action remake.
Futurama and King and the Hill shocked the company with their lasting appeal. So, they got new seasons.
Photo: Hulu
Then, we have Zootopia, which has consistently hovered in the top 20 on Trending for six years.
Disney would never ever never say what that means in terms of actual viewership, but it still matters.
The Cream of the Crop
Disney+
The Disney+ app features literally thousands of programs you can stream right now.
My current watchlist includes Being Erica, Boy Kills World, Bunheads, and Tokyo Revengers.
Creator: Rick Wilking
| Credit: REUTERS
NONE of those should have anything to do with Disney+, but they tell a story about the content library.
You have access to the 1990s equivalent of 50 different Blockbuster Videos every day on Disney+.
Photo: Disney
So, if Zootopia is consistently appearing in the top 20, it’s a beloved brand far beyond what any of us know.
Mathematically, Disney+ offers at least 3,750 programs, not counting Hulu content, which would take it up to about 10,000.
Photo: Disney
To be in the top 20, Zootopia is in the 99th percentile. Technically, it’s at least 99.5 out of 100.
Based on that information, none of us should be surprised that Zootopia got a sequel or increased park presence.
Photo: Disney
Disney knew what we were all watching on Disney+ and monetized our fandom with new Zootopia content.
That strategy is playing out at the parks as well, most recently at Disney’s Animal Kingdom.
Tree of Life at Disney’s Animal Kingdom
So, if you’d ever like a hint about future Disney theme park experiences, pay attention to Trending on Disney+!
Disney has learned enough about its customers to make highly educated guesses about the brands we desire.
Photo: MickeyBlog
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Feature Photo: Disney+
