Disney+ Celebrates Magical Three Years with New Campaign

By Jessica Lerner 

Saturday marks three years since Disney+’s launch. And what a magical three years those have been.

In that time, we’ve fallen in love with Baby Yoda, rocked out to Hamilton, been shocked when it was Agatha All Along and more.

Along with the anniversary, the streamer is introducing its new “Feels Like Home” brand campaign.


The first spot, “Nowhere Else,” features overlaid scenes from WandaVision, Encanto, Loki, The Falcon and The Winter Soldier, The Mandalorian, Obi-Wan Kenobi, Thor: Love and Thunder, Turning Red, Hamilton, Hocus Pocus 2 and more.

The narrator surmises, “Home, it’s a place that feels like nowhere else, like laughter, like joy, like family. Yeah, it’s complicated. It can feel like a new day with an old friend. A place to uncover secrets, explore the galaxy. And find life-changing adventures. This place is full of surprises. So when you feel like you don’t know where to turn or what’s coming next, you know there’s one place that always feels like home: Disney+.”

The spot was done in collaboration with agency Radley Studios.

The streamer’s three-year anniversary comes about a month before Disney launches its ad-supported tier Disney+ Basic on Dec. 8 for $7.99. Subscribers will have to pay $10.99 to avoid ads.

Disney believes that introducing a cheaper ad-supported tier will keep and attract subscribers. The company anticipates that the number of subscribers to its streamer will reach 165 million by the end of 2024, though it didn’t share a forecast of Basic subscribers.

Disney+ added 12.1 million subscribers in the fiscal fourth quarter, for a total 164.2 million global subscribers. Nearly 2 million of those new Disney+ subscribers came from the U.S. and Canada.

Much of that subscriber growth on Disney+ came from content like Hocus Pocus 2—the sequel film was the streamer’s most watched premiere, with 2.7 billion minutes viewed in its first weekend—Marvel’s She-Hulk: Attorney at Law and the Star Wars series Andor.