Yesterday, The Walt Disney Company announced that it would be reorganizing its operating structure. This isn’t the first time that they have done this, however, this time is different for one reason: it’ll be heavily focusing on its direct-to-consumer offerings.
Those offerings include the new Disney-branded streaming service coming in 2019 and the almost-ready ESPN+ service that’s coming in a few weeks. Both of those product offerings will now have their own segment within the company. All of this will be led by Kevin Mayer, Disney’s long-time chief strategy officer who’ll now have the title of Chairman, Direct-to-Consumer and International.
Mayer has a knack for finding new and maneuvering Disney’s existing portfolio of intellectual property. He’s been at CEO Bob Iger’s side when negotiating deals for the acquisitions of Pixar, Marvel, LucasFilm, and now 21st Century Fox. By making him head of this new segment, Disney is betting that he can grow the business through a thoughtful distribution of content and ad sales around the world with a focus on its multi-million dollar streaming services.
With the new ways of distributing content, you can bet that people will want to experiences those worlds, meet those characters, and buy those products even more. That’s why a merging of two segments will also happen.
Disney Consumer Products and Walt Disney Parks and Resorts will merge, all under the direction of current parks chairman Bob Chapek. He’ll have the new title of Chairman of Parks, Experiences, and Consumer Products and rightfully so. Prior to his current role, he was president of Disney Consumer Products and has been known to work with a brand and franchise-focused strategy and create new products with that lens.
While that means cost-cutting and loss of attention-to-detail, for which he has been criticized, he has yielded strong results both financially and guest feedback. The combining of the segments will allow him to share resources between two consumer-focused businesses and hopefully build on that growth.
These two segments and leaders, join the two other segments that will power them with that content: Studio Entertainment and Media Networks.
As for Interactive Media, where Disney’s online offerings like Oh My Disney and the overall Disney Digital Network live, there has yet to be news on how it will affect their operations. While they don’t yield that much revenue and reach compared to Disney’s movies and theme parks, they still play a pivotal part in reaching younger audiences who are looking to grow up with the Disney brand in their lives.
It’s a sure bet that Disney will flood the lives of many as these changes to its corporate structure takes place. With strategic content distribution and streamlined access to products and experiences inspired by it, this is only going to make Disney more of a leader in entertainment around the world.