Disney+ has come a long way since its launch in 2019, captivating audiences worldwide with its extensive collection of Disney classics and exciting new originals. As the streaming landscape continues to evolve, Disney is once again pushing boundaries with a new initiative that could transform how we interact with our favorite content on the platform.
But this time, it’s not about new shows or exclusive films—it’s about changing the way we shop while we stream.
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Disney is collaborating with ad-tech startup Shopsense and the delivery service Gopuff to bring virtual concession stands and storefronts to Disney+. This means that soon, viewers will have the ability to purchase snacks, merchandise, and products directly from what they’re watching, without ever having to pause or leave the app.
Here’s more from an exclusive report from Variety:
Disney hopes to meld streaming and selecting by adding new virtual “storefronts” to its popular broadband venues that will allow viewers to order snacks or pick out products they’ve seen in their favorite shows, all while continuing to keep their binge on. Subscribers will be able to access them by clicking through when prompted by specific interactive ads The company is the latest to experiment with ways to harness the interactive nature of streaming, which allows viewers to control their experience with a few clicks of their remote.
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As the entertainment and e-commerce worlds continue to collide, this collaboration aims to enhance the Disney+ experience by giving users the ability to shop for products they see in movies, TV shows, and sports events as they watch.
Subscribers will be able to access these virtual stores through interactive ads, allowing them to buy items directly related to their favorite content.
“I’m excited to see streaming ads finally being optimized for streaming, rather than just replicating the linear experience,” said Jamie Power, senior vice president of addressable sales for Disney, in a statement. “Advertisers are recognizing the shift. By connecting retail media signals to our content, we’re helping brands create more personal, actionable and measurable experiences — enabling shoppable storytelling and delivering solutions that truly move the needle.
This new development allows Disney to transform the passive nature of traditional ads into something more engaging, where viewers can take action by purchasing products that tie directly to what they’re watching. Imagine grabbing a snack featured on your favorite show or ordering merchandise from a film you just finished—Disney is hoping this will be a seamless, enjoyable experience that keeps viewers immersed in the content.
Disney is venturing into a space that is becoming increasingly popular with other major players in the entertainment industry. While Disney+ might not be the first to explore this concept, it’s certainly aiming to offer a unique experience that makes shopping feel like part of the show.
Both Paramount and NBCUniversal have tested similar methods during high-profile events like the MTV Movie Awards and the 2024 Parisian Olympic Games, signaling a growing trend in interactive advertising.
Although no specific launch date has been revealed, Disney promises to keep fans updated on the rollout of this feature. It’s clear that the company is betting on the future of interactive streaming, and it’s hard to ignore the potential of turning streaming into a more immersive and action-oriented experience.
Will virtual concession stands become a hit with Disney+ users, or will they be just another passing trend? We’ll have to wait and see. In the meantime, we’re excited to watch how this new chapter unfolds.
What do you think? Will you be purchasing products while streaming your favorite shows on Disney+? Or do you think this new feature misses the mark? Share your thoughts in the comments below!
