When Disney+ added the general entertainment brand “Star” earlier this year, it was apparent that the strategy was to establish Star as the mature side of Disney+, with films and movies, while also trying to protect its traditional family image.
Star was basically being advertised as an entirely different streaming service built into Disney+, confusing many people who thought it was a paid add-on, additional streaming service. Some even got it confused with another streaming service Starz.
The confusion over Star branding also got Disney into some legal issues in Latin America. Disney had to agree to pay Starz to launch a new streaming service, Star+, in Latin America. While there is some confusion among people online between the different Star offerings around the world, such as with Disney+ Hotstar and Star+, for the general consumer, it’s not something they will know about.
Over the past few weeks, Disney has been reducing the use of the Star brand internationally on Disney+, removing the logo from posters and commercials. Referring to new shows in a similar way to how it promotes other Disney+ Originals.
Each week, Disney announces what’s been added to Disney+ on its social media. In the past two weeks, there is no Star branding on this advertising.
And this was the weekly listing earlier in September:
Is the reduction in Star branding internationally down to Star+ launching in Latin America and the legal case? It could be, but over the past few weeks, it’s becoming apparent that Disney+ is no longer promoting Star as its own brand. This follows other streaming services in offering a single brand for their streaming service. This makes it much easier for consumers, since they no longer are confused with the duel marketing.
What do you think of Disney+ dropping the Star branding?