A REVIEW OF DISNEY+ BRAND MARKETING STRATEGY

Abstract

The development of the internet and internet technologies over the years has brought a new dimension to the home entertainment system. First, in this field, Netflix launched its online streaming service in 2007 and offered consumers a new platform for home entertainment. The success of the new streaming platform has also led it to explore new consumer-facing models for the same existing entertainment industry. Today, many large entertainment companies offer different content to their consumers with their own video-streaming platforms. This review article is about Disney+. It was published globally on November 12, 2019; in Turkey, the Disney+ platform, which is a division of the Walt Disney Company, started broadcasting on June 14, 2022, in order to evaluate the marketing strategy they implemented especially for their influential competitors in the sector and how they tried to implement their differentiation goals in this direction. In the article in question, first of all, the Disney+ platform was discussed, followed by the marketing strategies, competitor analysis and, financial evaluation of the brand. Today, with the increasing importance of social media, the social media strategic patterns of the platform, especially in Turkey, are also examined.