Disney has unveiled its Disney Digital Network – “a new home for digital stories that brings together Disney characters and a ‘curated set’ of Maker creators.”
Disney says the network will consist of more than 300 social media channels and a slate of original digital programmes that includes the Star Wars and Mickey Mouse brands.
Disney says the strategy is to create high quality, digital-first stories and deliver them through digital platforms and influencers to millennial and Gen Z audiences.
Disney Digital Network will also feature Disney’s own content service, Disney Co/Op, which works to pair up Disney digital storytellers with advertisers looking to create campaigns across social platforms like Twitter, Instagram and Facebook.
“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,” said Disney-ABC Television Group president of sales, Rita Ferro. “We can now connect these opportunities with first-party data, proprietary insights, quality of service, and brand safety.”
Overall, Disney estimates that the Disney Digital Network will have a reach of more than 1 billion followers, and claimed it will be “one of the most impactful publishers in digital media”.