The company will begin to roll out the new app by the end of
the calendar year. For now, this option will only be available to consumers who
have subscribed to both services.
“While we continue to offer Disney+, Hulu and ESPN+ as
standalone options, this is a logical progression of our DTC offerings that
will provide greater opportunities for advertisers, while giving bundle
subscribers access to more robust and streamlined content, resulting in greater
audience engagement and ultimately leading to a more unified streaming
experience,” Iger said on the earnings call.
“The advertising potential of this combined platform is
incredibly exciting,” Iger added.
Iger added that Disney’s purchase of Comcast’s stake in Hulu
still has not “been fully determined,” but that after studying the business
potential, he now sees a benefit in retaining general entertainment content (as
seen on Hulu) in combination with Disney.
“I mentioned on the first earnings call that I did after I
came back that everything was on the table. And in fact, everything was on the
table,” Iger said. “But I’ve now had another three months to really study this
carefully and figure out what is the best path for us to grow this business and
it’s clear that a combination of the content that is on Disney+ with general
entertainment is a very strong combination from a subscriber perspective, from
a subscriber acquisition-subscriber retention perspective and also from an
advertiser perspective.”
“How that ultimately unfolds is to some extent in the hands
of Comcast and in the hands of a basically a conversation or a negotiation that
we have with them,” Iger said, adding that Disney had already had some
“cordial” conversations with Comcast already.
Disney holds the majority stake in Hulu, while Comcast owns
a third. Starting in January 2024, Comcast can use its put option to require
Disney to buy its stake, or Disney can use its buy option to force Comcast to
sell its stake.
The Disney exec had previously signaled a greater
willingness to part with the streaming platform. Iger appeared on CNBC on Feb.
9, and spoke about Disney wanting to move away from “undifferentiated
entertainment,” saying of Hulu: “Everything is on the table right now, so I am
not going to speculate whether we are a buyer or a seller of it.”
The CEO doubled down on that at an investors conference in
March, saying the company was continuing to evaluate the best options for Hulu.
“What we’re doing right now — because we own two-thirds of
Hulu, and we have an agreement with Comcast that may result in us owning 100
percent — is we’re really studying the business very, very carefully, all those
competitive dynamics with an understanding that we have a good platform in
Hulu,” Iger said at the investors conference.
We have very strong original programming, actually highly
awarded original programming, some delivered by FX, which is a great not only
producer but brand, and we also have a good library, so it’s a solid platform.
And it’s also a very attractive platform for advertisers. It’s already proven
to be valuable for them and advertising is proven to be valuable for us. But
the environment is very, very tricky right now and before we make any big
decisions about our level of investment, our commitment to that business, we
want to understand where it could go,” he continued.
Up until Iger’s comments this winter, Disney had appeared to
be ready to buy out Comcast’s stake. However, in the fall, Comcast CEO Brian
Roberts had also expressed an interest in taking over Hulu ownership — though
many saw his comments as a move to drive up the price of his company’s stake.
On Wednesday, Iger appeared to making Hulu more of an
inextricable part of Disney, while also touting its advertising prowess.
Hulu’s SVOD platform, as well as its SVOD and live TV
package, is bringing in more per user than Disney makes on any other of its
streaming offerings, even as segment results declined in the first quarter.
However, Iger said Disney also plans to increase prices on
ad-free tier later this year, which he said will “better reflect the value of
our content offerings.” This comes after the media and entertainment company
had already raised prices in a move that Iger says has “proven successful.”
In the three months ended April 1, Hulu’s SVOD Only average
monthly revenue per paid subscriber decreased to $11.73 from $12.46, which
Disney said was “due to lower per-subscriber advertising revenue and a higher
mix of subscribers to multi-product offerings, partially offset by an increase
in average retail pricing.” The live TV+ SVOD package increased to $92.32 in
average monthly revenue per paid subscriber up from $87.90 a year ago.
Within the direct-to-consumer segment, Hulu dragged down the
total operating income, which Disney attributed to an increase in programming
and production costs and lower advertising revenue for the quarter, which the
company noted was “partially offset by subscription revenue growth and, to a
lesser extent, lower marketing costs.”
In the three months ended April 1, Hulu’s number of paid
subscribers (which includes both SVOD as well as the live TV and SVOD package)
remained largely flat year-over-year, hitting 48.2 million, up from 48 million
a year ago. These numbers are largely in line with Disney+’s domestic
subscriber numbers of 46.3 million (which fell 1 percent from the prior year).
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