Disney may be coming off the best box office year for any movie studio, grossing more than $7 billion worldwide, but the Mouse House is also preparing for a future where more consumption is digital.
Tuesday morning, Disney unveiled the Disney Digital Network, a new division that will create digital-first stories in a variety of formats and deliver them through online platforms and social media influences to younger audiences.
In February, Disney laid off 80 employees from multichannel network Maker Studios as part of a reorganization of its digital assets that led to the creation of Disney Digital Network. The digital network also includes the company’s in-house branded content service, Disney Co/Op.
“With an audience of over one billion highly-engaged followers, the Disney Digital Network is one of the most impactful publishers in digital media,” Jimmy Pitaro, Chairman, Disney Consumer Products and Interactive Media, said in a statement. “This network extends our stories to the platforms Gen Z and Millennial audiences are on every day, with diverse editorial voices that integrate top creators and influencers.”
Disney Digital Network’s portfolio includes:
- Oh My Disney, which has Disney news, nostalgia, quizzes and more
- Disney Style, which connects Disney characters with trending styles in fashion, hair, nails and cosmetics
- Disney Family, which has fun Disney-centric crafts, recipes, activities and more for fans of all ages
- Babble, a parenting community and forum
- Polaris, which contains original gaming and gamer-related content
- StarWars.com and the “Star Wars” app, the official digital destinations for one of Disney’s most popular franchises.
The Disney Digital Network also includes more than 300 social channels for iconic Disney stories and characters including Mickey Mouse, and a selection of curated video creators and social media influencers from its Maker Studios imprint, whom Disney is leveraging across is brands and creating original programming around.
“This network is our response to how our advertising partners have been telling us they want to engage audiences: with high-quality content, mobile formats including micro-content and short-form video, social media influencers, and diverse distribution options across all major platforms,” Rita Ferro, President of Sales, Disney-ABC Television Group, said in the statement.