Disney is Using Star Wars to Drive People to Its Streaming Apps

disney star wars streaming apps

As Disney prepares to unveil its first original content from the Star Wars Universe since buying Lucasfilm in 2012, it’s doing so via its three Disney Channel streaming apps, as I wrote at Quartz.

“It’s critical for us to make sure we’re on the platforms the kids are consuming content on. And we’re learning, the size of the screen doesn’t really matter, it’s the content that matters most,” Lauren DeVillier, Vice President of Digital Media at Disney Channels Worldwide, told Quartz. “There’s a lot of repeat viewing with kids content; they’ll watch the same episode a thousand times. So especially with that audience, it’s an opportunity to be on the platforms they’re on.”

While the Disney streaming apps are getting more popular each year, 94 percent of the Disney Channel audience still watch via live TV or DVR.

Disney is using Star Wars to drive people to its streaming apps

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