From Merger to Marvel: Why Technology Is Key for Disney to Integrate Hulu
If the streaming landscape wasn’t already turbulent enough, 迪士尼最近收购了Hulu, including the launch of an app that combines Disney+ and Hulu into a single experience for subscribers of both services, marks a monumental shift in the battle for eyeballs.
然而,, if Disney is to fully reap the benefits of their new acquisition, a well-planned technology strategy is essential. The merger presents an unprecedented opportunity to integrate Hulu’s unique streaming business acumen into Disney’s relatively new ecosystem. Achieving a seamless transition to a unified platform goes beyond enhancing the user experience; it poses technology challenges around consolidating diverse libraries, 管理广泛的用户和content数据, and ensuring reliable cross-platform availability.
From Content Expansion to Customer Retention, Technology Drives the Streaming Business
通过收购Hulu, Disney gains more than a content catalog expansion; one of the strategic wins for the mouse house in this acquisition is Hulu’s proven experience in managing customer 获取、留存和流失, alongside the technology required for such growth.
Unsurprisingly, Disney+ experienced rapid subscriber growth immediately after its launch. 有一个非常理想的目录, 也是全球知名品牌, getting Disney's die-hard fans to subscribe was child’s play. 然而, once their subscriber base matured, the company needed to attract new audiences. 进入Hulu的流媒体实力.
提供大量的content, Hulu not only captivates users but also provides them with an intuitive experience. Would Disney have managed to propel their subscription business alone? 最有可能的, 但有了Hulu, they have accelerated their ability to reach, 并保持, 观众群更加多样化.
Hulu also brings deep technology expertise that will enhance Bob Iger’s digital initiatives. 通过有针对性的营销活动, advanced data analytics and Artificial Intelligence (AI), Hulu delivers personalized recommendations proven to attract and captivate a diverse and valuable audience.
然而, 迪士尼的管理层非常清楚这一点, 运营流媒体服务的成本可能很高, 保持两个独立的, 传统媒体供应链, 每个都有各自的筒仓, content, 元数据, 而且工作流程效率非常低. For Disney to successfully integrate Hulu into its operations, they must make the right technology choices, 他们必须尽早做到这一点.
The Need for a Consolidated Media Supply Chain
正如我们在 之前的流媒体并购, one of the hardest parts of running the new business is to consolidate their technology. 太频繁了, newly merged organizations overlook the need to build a streamlined infrastructure, 独立经营, 这不仅要花费可观的成本, but also results in a fragmented and disappointing customer experience. This should be a focus area for Disney when bringing Hulu into the fold: removing multiple legacy supply chains and leveraging the cloud for operational agility and cost reduction. 利用新兴技术, 比如人工智能, can address localization and library management inefficiencies, removing duplicated content and indexing large catalogs. By establishing a unified media supply chain, Disney can gather and analyze crucial data from both Hulu and Disney+, enabling informed decision-making and driving business expansion.
改变流媒体行业的游戏规则
The Disney-Hulu merger is likely to have a significant impact on the streaming industry as a whole, especially if Iger's company was to combine its two strategic areas of focus: streaming and theme parks. We see a major opportunity for Disney to increase viewer loyalty and engagement offering streaming deals to theme park goers, 反之亦然. With the right technology in place for data collection and personalization, the entertainment giant could deliver an irresistible customer experience.
Alas, as of today, Disney seems to be missing out in an area where some of its competitors, such as 网飞公司已经开始盈利了.
要启用它, 以及更多的商业机会, Disney must first turn their attention to implementing an integrated, 基于云的媒体供应链. 消除现有的筒仓, 简化重复的工作流程, improving flexibility and cutting costs will be key for the Hulu-Disney+ marriage (and any other M&E/streaming marriages, for that matter) to flourish.
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2023年12月14日