Spotify launched a designated Disney Hub – driving users to engage with both Spotify and Disney content.
. The feature will be available to Spotify subscribers only in the US, the UK, Ireland, South Africa, Canada, Australia, and New Zealand.For Disney, the section on Spotify is a marketing vehicle that simultaneously broadens the reach of its music and drives more viewers to its core IP: its theatrical slate.Spotify listeners — particularly families — who engage with Disney songs are more likely to seek further interaction with Disney content.
Developing a branded hub that collects all of Disney's music reduces friction in what is already a significant user behavior, if not Disney's primary pursuit. While less critical than video, music is still central to the Disney experience. And, as with music in general, the fans that seek it out are increasingly likely to do so on streaming platforms.
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