In a recent address at the Enders TMT Leaders Live conference, Karl Holmes, the boss of Disney+ EMEA, painted a picture of a streaming service in a state of dynamic growth and evolution. With a focus on young adult audiences and a strategy centered around content, Disney+ is aiming to solidify its position in a competitive market.
The Young Adult Audience: A Key Demographic
One of the most intriguing aspects of Holmes' presentation was the emphasis on Disney+'s young adult audience. According to BARB in-home viewing data, almost 40% of viewing hours on Disney+ come from the 16-34 age group, a statistic that outshines its competitors. This demographic, as Holmes pointed out, has a strong affinity for the franchises and content that Disney+ offers.
Personally, I find this strategy fascinating. By targeting and understanding this specific audience, Disney+ is not only securing a dedicated fan base but also ensuring its longevity. After all, these young adults will grow older, and their loyalty to the brand could very well translate into a lifetime of engagement.
Growth and Expansion: A Multi-Pronged Approach
Disney+'s growth mode is not limited to its audience. The streaming service is also experiencing a surge in customer numbers and engagement, with a 25% increase in its EMEA customer base since the start of 2025. This growth is further fueled by an increase in average viewing per retail subscriber, indicating that existing customers are not only sticking around but also consuming more content.
The introduction of an ad-supported tier has been a significant growth driver. With revenue in the U.K. alone up 80% year-on-year, it's clear that this model is resonating with both viewers and advertisers. The success of this model has led to its expansion across 15 European countries, attracting over 1,000 brands to collaborate with Disney+.
What makes this particularly fascinating is the creative collaborations that emerge from such partnerships. The example of Waitrose and the 'Rivals' food range is a perfect illustration of how brands can tap into the nostalgia and excitement generated by Disney+ shows.
The Power of Local Originals
In a bid to further enhance its offering, Disney+ is increasing the number of local original productions. This strategy, as Holmes explained, aims to complement the global hits that Disney+ is known for. By focusing on local content in countries like Germany, France, Spain, and more, Disney+ is not only diversifying its portfolio but also catering to a wider range of tastes and preferences.
The benefits of this approach are twofold. Firstly, it allows Disney+ to tap into local talent and storytelling traditions, which can result in unique and engaging content. Secondly, it provides a sense of familiarity and connection for viewers, making them feel more invested in the platform.
Reinventing the Brand: A Lifetime of Stories
Disney+'s growth strategy is not just about the here and now. Holmes highlighted the importance of Disney's century-long brand-building efforts, which have positioned the company uniquely in the market. By reinvigorating its marketing and reinforcing the connection between its brands and a lifetime of great stories, Disney+ is aiming to secure its place in the hearts and minds of viewers for generations to come.
This long-term vision is a refreshing take on the streaming industry, which is often characterized by short-term gains and intense competition. By focusing on the power of storytelling and the emotional connections it forges, Disney+ is setting itself apart and ensuring its relevance in an ever-changing media landscape.
Conclusion: A Well-Rounded Growth Strategy
Disney+'s growth mode is an impressive display of strategic thinking and market understanding. By targeting young adults, expanding its content library with local originals, and focusing on the power of storytelling, Disney+ is not just growing its customer base but also building a loyal and engaged community. As the streaming industry continues to evolve, it will be fascinating to see how Disney+ navigates these changes and solidifies its position as a leading player.
