Disney's Recent Push To Expand Its Streaming Service Viewership

As competition grows within the streaming industry, Disney announced it is forming an international content subdivision as it looks to keep expanding its global viewership.

The subdivision will be piloted by the entertainment company's streaming executive Rebecca Campbell, as Disney CEO Bob Chapek said that “[Campbell] has played a vital role in orchestrating our global platform expansion, and I'm excited that she will be leading our new International Content group.”

According to ABC News, Netflix still reigns supreme among streaming services in the United States. This reorganization emphasizes Disney’s push in the industry to expand its content and strengthen its viewership in a global market.

Disney+ saw its growth in streaming subscribers slow Photo: AFP / Nick Agro

“Great content is what drives the success of our streaming services,” Campbell said in a statement, as reported by CNBC. “I am thrilled to have the opportunity to work even more closely with the talented creators in our international markets who are producing new stories with local relevance to delight our audiences around the globe.”

Michael Paull has also been designated as president of Disney Streaming and will supervise its multiple streaming services such as Disney+, Hulu, and ESPN+. Paull was previously head of Disney+.

The entertainment giant appointed former head of Disney+ marketing and operations Joe Earley as president of Hulu.

“Disney’s direct-to-consumer efforts have progressed at a tremendous pace in just a few short years,” Chapek said. “Our organization has continued to grow and evolve in support of our ambitious global streaming strategy.”

In the past few months, Disney's subscriber totals have been increasing, but at sluggish rates. In its fiscal fourth quarter which ended Oct. 2, the company announced that it added 2.1 million subscribers. That's down from the 12.6 million it acquired the quarter prior.