After a tumultuous stretch marked by pandemic-era uncertainty, streaming turbulence, and pricing backlash at the parks, The Walt Disney Company is repositioning itself with a renewed focus on value — or at least the appearance of it.
In Florida, some guests have returned to Walt Disney World with a sense of hesitation. Despite incremental attendance gains at Magic Kingdom and EPCOT, the parks haven’t fully bounced back to their pre-2020 magic. Rising ticket prices and cuts to once-free services like FastPass have left some longtime fans disillusioned.
Elsewhere, Disney’s direct-to-consumer business hasn’t fared much better. Disney+ lost 700,000 subscribers in the final quarter of 2024. While still healthier than it was under the tenure of former CEO Bob Chapek, the platform remains under pressure to grow — and to compete with streaming rivals offering bundled benefits and broader libraries.
One Subscription, Many Discounts
Disney is now trying to solve both problems with a single strategy. A new always-on perks program for Disney+ subscribers aims to sweeten the deal for current users and entice new ones, all while nudging families toward its parks, cruises, and merchandise.
Among the most attention-grabbing offers is a discounted hotel stay at Walt Disney World Resort, where Disney+ subscribers can book rooms at select hotels — including All-Star Sports — starting from $99 per night, provided they stay for two nights or more.
The perks extend beyond park gates. Other offers include 15% off at Funko.com and Loungefly.com, 20% off Adidas’ website and app, and limited-time trials for CLEAR+ and DashPass. The latter gives subscribers waived delivery fees on eligible DoorDash orders, including groceries and retail items.
A sweepstakes component adds further incentive. Subscribers are entered for a chance to win a Disney cruise aboard the upcoming Disney Destiny or a red carpet premiere experience for Freakier Friday, scheduled to debut later this summer.
“[This is] our way of saying thanks!” reads the official message on the Disney+ website — a clear attempt to build goodwill amid ongoing restructuring across multiple divisions.
Hulu Follows Suit With Its Own Summer Perks
The new approach won’t be limited to just Disney+. Beginning June 2, Hulu will launch its own perks initiative, targeting bundle subscribers with weekly summer deals and giveaways. The rollout includes sweepstakes for tickets to high-profile events like Lollapalooza, tapings of Jimmy Kimmel Live!, and Comic-Con in San Diego.
Some promotions tie directly into Hulu originals, with exclusive prizes inspired by titles such as The Handmaid’s Tale, A Complete Unknown, and Only Murders in the Building. Others come via brand partnerships with Microsoft, LG Electronics, and wellness chain Pure Green.
It’s a more lifestyle-oriented angle than the theme park-heavy Disney+ push, but the goal is the same: keep users engaged, subscribed, and spending more within Disney’s sprawling empire.
International rollouts for both programs are expected later this year, according to the company. For now, however, the perks remain a U.S.-exclusive — a testing ground for whether benefits can move the needle more effectively than nostalgia alone.
