Disney is considering a membership program that might provide discounts or exclusive benefits to entice users to spend more on its streaming services, theme parks, resorts and products, according to The Wall Street Journal.
The program would resemble Amazon Prime, which charges a monthly or annual subscription in exchange for benefits such as its streaming service Prime Video.
Discussions at Disney are in the early stages, and it’s unclear how much the company would charge for membership and how long it would take to launch such a program.
By creating a membership program, Disney would be betting it could offer customers more value, prompting them to spend more on the company’s products and services while providing Disney with a trove of information about their preferences.
“Technology is giving us new ways to customize and personalize the consumer experience so that we are delivering entertainment, experiences and products that are most relevant to each of our guests,” Kristina Schake, senior executive vice president and chief communications officer at Disney, said in a statement to several news outlets. “A membership program is just one of the exciting ideas that is being explored.”
The company is also working to make it possible for Disney+ subscribers to purchase merchandise such as T-shirts, themed accessories and children’s costumes by scanning a QR code on the service that links to the Shop Disney website.
Since they enable businesses to better analyze customers’ shopping behaviors and reward loyal customers with discounts or other benefits, membership programs have become increasingly popular among companies like Amazon and Walmart.
Amazon offers Prime Video through its program, while Walmart has added free Paramount+ to its $98 per year Walmart+ membership program.