Industry News

'Disney Prime' membership plan across services, parks & products being mulled over

1 September, 2022

Disney is reportedly considering a plan to create a membership program similar to Amazon Prime, and analysts say the move could give the entertainment giant a competitive edge.

"It's a great move for Disney because of its large fan base and wide set of offerings — theme parks, Disney+, cruises, etc.," said Mary Pilecki, Forrester vice president and principal analyst. She added that the benefits could get "moderate Disney fans" to expand their engagement with the brand from a "once every four years theme park trip" to a slew of products and services, from attending a Disney show on Broadway to signing up for their streaming service.

The Wall Street Journal reported Thursday that the company is exploring a membership program — known internally as "Disney Prime" — that would give customers who spend a lot of money at the House of Mouse discounts on streaming services, theme parks, and other products. Disney confirmed in a statement that a membership program was on the table.

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