Disney plans to double its budget for local-language programming over the next few years as it tries to grow Disney+ outside the United States, according to accountable original reporting from Bloomberg.
The company is also bidding for more sports rights in markets including Latin America and Australia. Eric Schrier is leading the local-language programming push under Disney President and Chief Creative Officer Dana Walden.
Disney executives told Bloomberg that time spent on Disney+ in the United States increased 21% from a year earlier. March was the company's strongest U.S. streaming-viewership month, based on Nielsen data cited in the report.
Disney+ is becoming the common streaming home
CEO Josh D'Amaro has directed the company's leaders to treat Disney+ as the main digital entry point for Disney fans worldwide. The plan combines programming from Disney+, Hulu and ESPN while improving recommendations and adding vertical video.
Several pieces are already visible. Disney announced in May that eligible Hulu subscribers can link their profiles to Disney+, carrying over watch history, saved titles and recommendations. A live guide is also being tested for streams and entitled ESPN networks.
The park-ticket idea remains a longer-range goal
D'Amaro has described a future in which Disney+ could also connect viewers to theme park tickets and merchandise. Bloomberg reported that the immediate priority is getting subscribers to spend more time watching shows, movies and sports.
Disney has already announced the technology pieces behind parts of that effort. In January, the company said vertical video would come to Disney+ in the United States, following the Verts feature in the ESPN app. The company also said the feed would expand across news and entertainment with personalized recommendations.
Sources: Bloomberg's original report, Disney's Hulu profile-linking announcement and Disney's January technology showcase.
Images: The Walt Disney Company.