Disney is launching a new initiative on Disney+ with the goal of increasing user engagement and keeping users on the platform for longer periods. This approach closely mirrors Netflix’s current focus on engagement.
According to a report from The Wall Street Journal, the emphasis on user engagement serves two purposes: reducing the risk of users leaving for other platforms and improving ad sales in ad-supported packages.
The new features on Disney+ are set to enhance several aspects that are similar to those used by Netflix in the past. These include algorithms that recommend personalized content, customized cover images for each user, email notifications if a viewed content is not completed, and the release of original series as a series rather than all at once, encouraging viewers to tune in every week.
Source: The Wall Street Journal
TLDR: Disney is implementing features on Disney+ to boost user engagement, following a strategy similar to that of Netflix, as reported by The Wall Street Journal.
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