Disney’s Andrew Sugerman: ‘You don’t have to be on every platform’
Disney has a market capitalization of $163 billion, but it still doesn’t feel the need to be on every platform, Disney digital media head Andrew Sugerman said on an issue of the Digiday Podcast Cannes Edition.
“You don’t have to be on every platform,” he said. “Even Disney, this giant media and entertainment company, you have finite resources and focus and content development capabilities. We want to focus on the places that have the biggest impact.” Here are other highlights of the conversation:
Thinking platform first
“We are looking at creating stories that are made for the digital audience. We’re not looking to take something made for the big screen and push it to a mobile device.”
Working with Facebook
“We’re constantly looking at ways to work with them on monetization. We’re blending creative ways of taking Disney [intellectual property], data and a third-party brand strategy and putting it together on digital-first content. That’s working closely to find a creative solution that increases monetization.”
Snapchat is trial and error
“Snapchat has for us been an emerging platform. It’s of a different scale [from] Facebook and YouTube. Audiences engage with content in a different way. We have shorter engagement periods. We have slightly different content that’s going to work on that platform. It’s been trial and error.”
More in Media
News publishers may be flocking to Bluesky, but many aren’t leaving X
The Guardian and NPR have left X, but don’t expect a wave of publishers to follow suit. Execs said the platform is still useful for some traffic and engaging with fandoms – despite its toxicity.
Media Briefing: Publishers’ Q4 programmatic ad businesses are in limbo
This week’s Media Briefing looks at how publishers in the U.S. and Europe have seen programmatic ad sales on the open market slow in the fourth quarter while they’ve picked up in the private marketplace.
How the European and U.S. publishing landscapes compare and contrast
Publishing executives compared and contrasted the European and U.S. media landscapes and the challenges facing publishers in both regions.