The Streaming Wars Enters a Fresh Battleground: Loyalty Programs

Looking beyond content could give streamers the edge in a competitive, cost-squeezed market

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The battle to lock down regular subscribers is leading streaming giants to look beyond content and incentivize users with additional perks.

At the end of August, Disney+ confirmed it was mulling over the prospect of a membership program, with senior executive vice president Kristina Schake telling WSJ it was “one of the exciting ideas” being explored to deliver more relevant entertainment, experiences and products to customers.

It’s understood the still unnamed service will look a lot like Amazon Prime, but instead of offering perks on groceries and delivery, it is thought it might offer exclusive access to Star Wars toys or Disney travel experiences.

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