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☆ Why Netflix, Disney, and other Hollywood companies are flocking to CES this year
▼ + stars: | 2024-01-08 | by ( Lucia Moses | ) www.businessinsider.com time to read: +5 min

Advertising and marketing pros made up 7% of CES' attendees in 2023, per CES. Look for topics like the creator economy and the rise of artificial intelligence to dominate the conversation for advertisers, Kassan added. And Roku, which is closing in on its search for a new ad sales head, is sending a large contingent. The cost advertisers pay for streaming ads is expected to decline as platforms release more inventory, particularly with Amazon unleashing ads on Prime Video. Advertisers also have more options with the fast-growing FASTs (free, ad-supported streaming TV channels), which primarily offer older TV shows and movies.

Persons: David Benioff, Weiss, Alexander Woo, Amy Reinhard, execs, It's, who'll, Patrick Pannett, Michael Kassan, Evan Spiegel, Kassan, — that's, Rita Ferro, NBCUniversal's Mark Marshall, NBCU's Peacock, NBCUniversal, Peacock, NBCU, Tanner Elton, Amy McDevitt, Ludacris, Jon Steinlauf, GroupM Organizations: Netflix, CES, Business, Consumer Technology Association, Madison Avenue, Walmart, Disney, Nexstar Media Group, Nvidia, Paramount, CTA, Tech, NBC, Bravo, Amazon Ads, Warner Bros, Magna, CTV, Hulu, Intelligence, Prime Video Locations: Las Vegas, Peacock

Disney CEO Bob Iger announced a new business structure Wednesday and further details emerged Thursday. ESPN and ESPN+ will form a separate unit, led by Jimmy Pitaro. Hollywood is already busy sharing memes about Bergman and Walden and how they will share and compete for power. As part of the cuts, Iger has directed his reports to lay off 7,000 staffers. A Thursday morning press release outlined all the shared services units that will now come under Bergman, Walden, and Pitaro.

☆ Inside Disney, 'nervous and anxious' execs brace for news of cost cuts and layoffs that could number in the thousands
▼ + stars: | 2023-02-07 | by ( Claire Atkinson | Lucia Moses | ) www.businessinsider.com time to read: +3 min

Cost cutting reductions, including layoffs, are expected to hit Disney in the coming weeks and months. CEO Bob Iger has asked top execs to reorganize the former Disney Media Entertainment Distribution division. Disney employees are expecting wide layoffs as returning CEO Bob Iger moves to get costs in line. Internally, there's speculation that Disney will target people who work on nonpremium digital products for layoffs, one company insider said. Iger is expected to dismantle the division formerly known as DMED (Disney Media Entertainment Distribution) and shift P&L controls back to creative leaders and others.

☆ Disney+ streaming service launches with major advertisers
▼ + stars: | 2022-12-08 | by ( Dawn Chmielewski | ) www.reuters.com time to read: +2 min

Dec 8 (Reuters) - The ad-supported version of the Disney+ service launched Thursday, attracting major advertisers from different sectors, bringing in new revenue as Walt Disney Co (DIS.N) strives to push its streaming business into profitability. The company is under pressure to turn a profit on its streaming business, which posted a $1.5 billon loss in the company's most recent quarter. The company's other streaming services, Hulu and ESPN+, already have commercials. A $3-a-month price increase also took effect Dec. 8, bringing the price for the ad-free version of Disney+ to $10.99. Other streaming services, such as HBO Max, Paramount+ and Peacock, also offer ad-supported versions of their streaming services, emulating the business model that has long supported the television business.

☆ Disney and Netflix are battling to sell ads on their cheaper versions, but Disney's pricing and seasoned sales teams are winning with brands
▼ + stars: | 2022-10-13 | by ( Lucia Moses | ) www.businessinsider.com time to read: +6 min

Netflix is launching a tier with ads Nov. 3, with Disney+ following with a similar offering Dec. 8. Evercore estimated two-thirds of Disney+ subscribers would switch to the ad tier but the uptake remains a question. To be sure, many initial commitments to Disney+ Basic were negotiated as part of the larger TV upfront deals and ranged based on agencies' total spend. If Disney+ Basic underdelivers for advertisers, those buyers also have the assurance that Disney can fill the gaps with other parts of its video business. Disney+ has 152 million subscribers, including 45 million in the US, with a goal of hitting up to 165 million by the end of 2024.

☆ Netflix's aggressive move into ads made noise, but Disney's pitch for ad tier Disney+ Basic is winning over advertisers with lower pricing and seasoned sales teams
▼ + stars: | 2022-09-19 | by ( Lucia Moses | ) www.businessinsider.com time to read: +5 min

The big question is how large Disney's audience for its ad-supported tier, Disney+ Basic, will be. Netflix is scrambling to launch its ads tier in November, which some ad buyers saw as a move to beat the Walt Disney Co.'s Dec. 8 rollout of Disney+ Basic. To be sure, many initial commitments to Disney+ Basic were negotiated as part of the larger TV upfront deals and ranged based on agencies' total spend. If Disney+ Basic underdelivers for advertisers, those buyers also have the assurance that Disney can fill the gaps with other parts of its video business. Both Disney+ Basic and Netflix's ad-supported tier will enter an increasingly crowded marketplace for streaming ads.

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