Some analysts are questioning the long-term value of deep discounts for streaming services
During a weekend of post-Thanksgiving sales, Disney showed its appetite for scale with a pair of discounts for streamers Disney+ and Hulu. On Black Friday and Cyber Monday, the company offered $10 off an annual subscription to the newly launched Disney+ and lowered the price of ad-supported Hulu to $2 per month for new and returning subscribers.
"It is never a good idea to offer content for free or nearly free as it devalues your content in the eye of the consumer," says Pivotal entertainment analyst Jeffrey Wlodarczak, adding that it "sets the bar very low" on what customers believe they should pay. Similarly, Hulu has been assertive about boosting its subscriber numbers, offering a limited bundle with Spotify and lowering the price of its ad-supported plan while competitors like Netflix raise their prices. Hulu "is a very strategically important asset," says MoffettNathanson analyst Michael Nathanson, noting, "it is impressive how much Hulu has scaled."
But Disney does plan to turn both services profitable as early as 2023, and Bernstein analyst Todd Juenger worries that "it seems Hulu has had to rely on low price as part of growing subscribers."
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