How Disney+ Strives to Deeply Understand Their Customer as a Strategy for Exponential User Growth

Andrea Cutright, VP, Global Subscriber Marketing and Insights for Disney Streaming, including Disney+ discusses the strategies and tactics they used to surpass their four year growth target, in only 14 months. Andrea explains how her strategy for “killing the hypothesis” has led to massive product adoption and their readiness for global expansion. 

We also discuss:

• Extending Disney+ to global markets despite fierce competition 
• Competing with other streaming platforms like Netflix and Amazon Prime Video 
• Price plays and discounting services as a strategy for product adoption
• Listening to your customer and crafting your communication to reflect cultural moments

Andrea Cutright is the VP, Global Subscriber Marketing and Insights for Disney Streaming, including Disney+. She is responsible for all subscriber marketing touchpoints, overseeing product and engagement marketing and subscriber insights. Prior to working at Disney+, she spent nearly 3 years as the co-founder of DONE, a consumer insights company working with companies as varied as Uber, Samsung, and Neato Robotics. She was also the co-founder and CEO of Foodily.com, which was acquired by IAC in 2015. 

This week’s Brave Pick of the Week is Verizon. Check out their website here, and read the Brave and Verizon case study here. 

 

About this Show:

Brave is at the forefront of a new online privacy frontier and has unique insight into the future of marketing and advertising in a cookieless world. If you're an agency, brand marketer or entrepreneur challenged by the changes in ethical advertising, consumer privacy and buyer expectations, this podcast will provide a backstage view of how influential marketers at top brands and agencies are responding to what's next.

Music by: Ari Dvorin

Hosted by: Donny Dvorin