Disney+ unveils lineup and pricing strategy as it readies for HK launch

The Walt Disney Company has released the details of the launch of Disney+ in Hong Kong after unveiling its plans to expand the service in the city, Taiwan and South Korea in its Q3 earnings call in August. From 16 November 2021 onwards, subscribers of Disney+ can access Disney’s content brands, including Disney, Pixar, Marvel, Star Wars, National Geographic, and new general entertainment brand lineup Star with a monthly fee of HK$73 a month, similar to its competitors such as Netflix. 

At launch, subscribers will have access to a selection of over 1,200 films and 16,000 episodes from Disney's entertainment brands. The company highlighted Star at the launch event on 7 October, saying that subscribers can enjoy a range of titles from Disney Television Studios (ABC Signature and 20th Television), FX Productions, 20th Century Studios, Searchlight Pictures, brand new originals and Asian content developed in collaboration with talent in the region.

The company said subscribers in Hong Kong can enjoy including feature-length films, series, documentaries, and short-form content made exclusively for the service too. Disney+ will be home to many Disney+ Originals. Apart from feature films from Pixar Animation Studios such as the Toy Story series, Finding Nemo, Finding Dory, as well as theatrical shorts like Bao, there will be spin-offs from the hit Pixar film such as an animated series. Meanwhile, over 1,600 episodes featuring a wide array of content from National Geographic will be available too.

“We are excited to bring endless entertainment to audiences in Hong Kong through Disney+. From beloved classics to recent blockbuster releases and new original content, Disney+ will offer to consumers an exceptional and expansive selection of entertainment for all ages, all in one place,” said Kerwin Lo, general manager, The Walt Disney Company, Taiwan and Hong Kong.

In comparison, Netflix charges a monthly fee of HK$63 to HK$93, depending on how many screens a user wants to use simultaneously, and HD or Ultra HD services. On the other hand, Viu charges news subscribers HK$38 for 30 days or HK$348 for 180 days, allowing users to watch premium content on its platform. 

In April, Disney shut down the majority of its TV channels in Hong Kong in a bid to focus on and grow its streaming services. Quoting The Walt Disney Company, Channel NewsAsia reported that the consolidation of its media networks business is part of the company's "global effort to pivot towards a direct-to-consumer-first model and further grow" its streaming services.

Disney saw its direct-to-consumer revenue increase 57% from a year ago, to US$4.3 billion. It ended the quarter with 116 million Disney+ subscribers, which was up from 103.6 million in March and 57.5 million a year earlier.

MARKETING-INTERACTIVE interviewed several industry players before to examine Disney+'s challenges and opportunities ahead. For example, Duncan Bell, head of strategy at Havas Hong Kong said the entry of Disney+ is not going to cause a huge increase in video streaming adoption, but rather Disney+ will need to fight for the eyeballs of audiences possessing access to streaming platforms. 

Scotty Ho, strategy director of Wavemaker said Disney+'s launch in November 2021 will be a big challenge for Disney+ as it will have to compete with the well-established players who were already successful in luring subscribers during lockdowns. While the launch of Disney+ could attract a group of Marvel fans and potentially families with kids, the size of these target groups in Hong Kong may be limited.

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