It’s Disney+ launch day, the arrival of a new video app that serves as Walt Disney Co.’s official entry into the streaming wars. But while the $7-a-month service may be a perfect choice for fans of “The Avengers” and “Star Wars,” or for parents of young children, Disney knows that’s not nearly enough variety for most people. Its efforts to address that shortcoming hint at what’s next for the industry: the revival of bundles.
Buzz about Disney+ has been building for some weeks, as ads for the service cropped up on Twitter, billboards and TV. What’s gotten less attention is the crucial role Hulu plays in the company’s strategy. As part of Tuesday’s launch, consumers also now have the option of getting Disney+, ESPN+ and Hulu (the on-demand version with ads) together for a rate of $13 a month, rather than paying for each app separately, which would total $18. Internally, Disney appears to be calling it the “super-bundle,” based on the image file name that was displayed on the sign-up page early Tuesday morning in place of a logo that wasn’t rendering (whoops):