Are Disney+, HBO Max, Hulu, Discovery+, and Peacock on their way from five to two? Our analyst Jeremy Goldman thinks it could happen by 2025. He shared his thoughts on a recent “Behind the Numbers” podcast.
Mouse ears: Disney owns two-thirds of Hulu; Comcast owns one-third.
Hulu by the numbers:
“Hulu has a very different demo than Disney+, and I think there are some questions about whether or not what [Disney CEO] Bob Chapek was saying is necessarily the best thing for Disney+ as a platform,” Goldman said. “But the comments that he made recently are the most definitive that it would be a strong consideration to merge the two platforms. Obviously, if you do that, you have a lot of things in your favor, including the fact that Disney+ is going into advertising and will be able to charge higher [costs per thousand] (CPMs) the less players that are in the market.”
Brand power: Don’t forget that ESPN could also roll up into this Disney+-Hulu mashup. Will that dilute the brands?
Brotherly love: Rumor has it that Warner Bros. Discovery (WBD) and NBCUniversal will merge.
Why we care: As more players get into advertising, and there are fewer players, more CPM can be changed. Plus, having more advertising options available through one ad manager (e.g., ESPN, Disney, Hulu) makes it easier for advertisers. But regulators will have their eyes open as these supermergers take place.
For consumers, bundling through consolidation could be a welcomed event because you’d have more content for the whole family under one app.
This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.
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