Walt Disney Co. is expanding a program of perks for subscribers to its flagship Disney+ streaming service and adding one for Hulu customers.
The Disney+ program, which goes into effect Thursday, builds on offers that were first introduced on a one-off basis last year. Subscribers who sign-in through the Disney+ website will be able to redeem perks such as discounts on Disney resorts, free items in video games and a $10 credit at Disney Pinnacle by Dapper Labs, which sells collectible pins.
Users will be able to enter contests to win a Disney cruise and attend movie premieres like the upcoming Freakier Friday. The program includes discounts with partners like DoorDash Inc.’s food delivery app and Duolingo Inc.’s language-learning product. The perks will be available to US subscribers before an international rollout later this year. Customers will be alerted to offers on social media and through weekly emails.
On June 2, the company’s Hulu streaming service will debut its own perks program, which will offer subscribers a chance to win tickets to Jimmy Kimmel Live! , Comic-Con and the Lollapalooza music festival. Customers who subscribe to bundles that include both services will able to access perks from both.
Streaming services that once focused primarily on signing up new customers are increasingly occupied with keeping customers for as long as possible. The longer subscribers stay with a service, the less likely they are to cancel and the more valuable they are to advertisers.
“Our fans are some of the most passionate in the world, and perks are our way of thanking them for subscribing to Disney+,” Samantha Rosenberg, executive vice president, marketing for the service, said in a statement.
Disney+ had 126 million global subscribers at the end of March, a 1% increase from the previous quarter, while Hulu had 54.7 million, a 2% gain. The Burbank, California-based entertainment giant has shifted its focus from subscriber growth at all costs to the profitability of its streaming division, which generated $629 million in operating income in the first six months of fiscal 2025.
Disney+’s monthly churn rate, or subscriber cancelations, was 3% in April, better than the average for the industry, according to the market researcher Antenna.
More stories like this are available on
bloomberg.com
©2025 Bloomberg L.P.
