Disney plans shopping experience for its streaming services
Disney is planning to add an interactive shopping experience for its viewers on Disney+, Hulu, and ESPN+. Disney will partner with Shopsense AI to create a virtual store linked to its commercials, where viewers can buy apparel and other products related to the show they are watching. Disney is also teaming up with digital delivery service Gopuff, offering a virtual concession stand where subscribers can order snacks, drinks and candy while streaming content. The question is can they deliver quickly enough before the show ends. Notably, Paramount has previously worked with Shopsense to offer shopping experiences during the MTV VMAs.
The Circana Take:
- While still in the early stages, interactive shopping is surfacing in the mainstream market and filling a void for viewers who have been talking about the ability to purchase merchandise directly from the show they are watching. The key will be figuring out how to do this without interrupt the story.
Paramount+ rebranding
Paramount officially changed the name of its ad-free plan from Paramount+ With Showtime to Paramount+ Premium. Pricing remains unchanged at $12.99/month or $119.99/year. Paramount rebranded the ad-free tier as Paramount+ With Showtime two years ago, discontinuing the stand-alone Showtime service last year. This contrasts with WBD’s approach: WBD has reversed course by adding back the HBO name to its Max service, to become HBO Max, once again. To make things a little more confusing, the name of the Paramount+ With Showtime linear TV network will not be changing.
The Circana Take:
- The company is relying on the removal of the “Showtime” name to bring in a wider audience and optimize brand recognition. But moving away from a brand with decades of equity is a risky move and one that WBD learned was ineffective.
ESPN renews deal with the Premier Lacrosse League
ESPN renewed its media rights deal with the Premier Lacrosse League. The five-year deal begins with the 2026 season and will include all regular-season games, All-Star, playoff, championship games and Women’s Lacrosse League games. ESPN will also take a minority stake in the league. The PLL is currently in its seventh season and has eight teams, while the WLL has four teams and is in its first year. All PLL and WLL games will stream on ESPN+, with select games on ABC, ESPN and ESPN2.
The Circana Take:
- The expanded rights will help maintain ESPN as a sports rights leader while the company plans to launch its flagship streaming service later this year.