Disney has emerged as a major player in the streaming services industry with Disney+. Most interestingly, the entertainment giant has turned its streaming service into a comprehensive loyalty program that rewards subscribers with exclusive benefits across its entire entertainment ecosystem.

Disney+ perks represent a masterclass in loyalty program design, demonstrating how strategic member benefits can drive engagement and retention. As expert loyalty consultants, Loyalty & Reward Co believe Disney’s approach provides a fascinating case study for successful membership programs, combining digital entertainment with real-world experiences to create attractive value for subscribers. This comprehensive strategy has helped Disney+ attract and retain millions of loyal fans while increasing customer lifetime value across its various business segments.

This article examines how Disney+ has capitalized on its play in the streaming industry through its innovative perks program. It explores the various benefits available to subscribers and their impact on fan engagement, including how these perks extend from exclusive content access to theme park privileges, merchandise opportunities, and special event access.

Understanding the evolution of Disney+ perks

When Disney+ launched in 2019, it entered the streaming market with a competitive price point of US$8 monthly. Today, the service has evolved into a sophisticated loyalty program that extends far beyond basic streaming capabilities, demonstrating the power of strategic membership design.

From basic streaming to comprehensive benefits

The foundation of Disney+ began with high-quality, commercial-free viewing, offering subscribers up to four concurrent streams and unlimited downloads on up to ten devices. The platform quickly distinguished itself by becoming 30% more valuable than average streaming services, primarily due to its genre-focused content strategy.

Key membership features now include:

• Personalized recommendations and multiple user profiles
• Premium viewing features with 4K UHD & HDR quality
• Special access to exclusive merchandise collections
• Theme park privileges and vacation planning perks

How Disney revolutionized streaming memberships

Disney’s approach to membership value has transformed the streaming landscape through strategic bundling and tiered offerings. The current Premium subscription, priced at $15.99 monthly, provides members with enhanced features like ad-free viewing and Dolby Atmos sound quality. Disney’s bundle strategy is particularly innovative, offering combinations with Hulu and ESPN+ that save subscribers up to 40% off regular combined prices.

The value proposition for fans

The value proposition extends beyond content consumption, creating a comprehensive engagement ecosystem. Recent additions to the membership program include exclusive access to limited-time merchandise, special event tickets, and theme park benefits. For instance, subscribers can access pre-sale opportunities for events like the Descendants/Zombies World Collide Tour and receive early access to exclusive Deadpool & Wolverine merchandise.

Research indicates that 73% of fans consider their spending worthwhile when services offer exclusive access to behind-the-scenes content or merchandise. This insight has guided Disney’s approach to membership benefits, leading to the integration of shopDisney special access, cruise line offers, and holiday promotions at Disney Resort hotels.

Exclusive theme park benefits and savings

Disney’s strategic approach to theme park benefits is a cornerstone of their membership value proposition. They have created a robust system of exclusive perks that reward Disney+ subscribers with significant savings and special access across their parks and resorts.

Special ticket offers and discounts

Disney+ subscribers can access exclusive holiday ticket offers that demonstrate the company’s commitment to member value. For instance, subscribers were provided with the opportunity to purchase a specially priced 3-Day, 1-Park per day ticket to Disneyland Resort for $330.00, effectively getting one day free when buying a two-day pass. This offer, valid from November 18th through December 27th, 2024, showcased structuring limited-time offers to drive engagement.

Key benefits for subscribers include:

• Park Hopper upgrade options
• Lightning Lane Multi Pass availability
• Flexible 13-day usage window
• Access to special holiday celebrations

Resort accommodation deals

Disney’s accommodation benefits are a model for cross-platform value creation. Subscribers can enjoy substantial savings on resort stays, with discounts reaching up to 35% off at select Disney Resort hotels. 

Additionally, Disney+ members can access an exclusive free dining plan offer when purchasing select 4-night, 4-day Walt Disney Travel Company packages.

Early access to attractions

The early access privileges for Disney+ subscribers represent  a premium membership benefit. Resort hotel guests who are Disney+ subscribers receive:

• 30-minute early entry to theme parks every day
• Complimentary transportation options
• Priority access to dining reservations up to 60 days in advance

For families seeking additional value, Disney has extended subscriber benefits to include cruise offerings, with special deals like 50% off for kids on select Disney Wish, Disney Dream, and Disney Wonder sailings through February 2025. This multi-channel approach to benefits helps drive both immediate engagement and long-term subscriber retention.

These perks demonstrate how Disney+ has evolved beyond a simple streaming service into a comprehensive membership program. By offering tangible savings across their entertainment ecosystem, Disney creates multiple touchpoints for subscriber engagement while driving value across their various business units.

Early access to merchandise and collectibles

Disney+ has enhanced its membership value proposition through strategic merchandise access. The platform’s exclusive shopping privileges demonstrate how digital subscriptions can create tangible benefits beyond content streaming.

Limited edition Disney items

Disney+ leverages exclusive merchandise access to strengthen subscriber relationships. Members receive priority access to highly sought-after collectibles, including signature items like the Ahsoka Legacy Saber Set and limited-edition Marvel merchandise. The program’s success is evident in its expanding collection of exclusive items:

• Legacy Lightsaber collections and signed collectibles
• Marvel Studios’ special edition merchandise
• Disney and Pixar’s made-to-order apparel
• Exclusive holiday-themed collections

Seasonal merchandise previews

Disney+ has structured its merchandise program to align with major content releases and seasonal events. This approach is designed to drive both immediate engagement and long-term retention. 

For example, for the 2024 holiday season, subscribers gained early access to exclusive Home Alone products, including themed apparel and collectible pins. 

The platform also provides preview access to upcoming park merchandise, with special holiday collections becoming available through shopDisney starting September 2024.

Exclusive shopping windows

The platform offers strategic shopping windows that loyalty consultants recognize as effective engagement drivers. These exclusive access periods typically run for 7-14 days, giving subscribers first access to highly anticipated merchandise. Recent examples include:

To access these exclusive shopping opportunities, subscribers can either visit shopDisney.com/DisneyPlusSpecialAccess or scan QR codes within the Disney+ app. This integration of digital and physical experiences represents a best-in-class approach to membership benefits access.

Entertainment and event privileges

Entertainment privileges represent a cornerstone of Disney+’s loyalty strategy, with exclusive access opportunities working to create compelling value for subscribers. The entertainment giant has crafted a multi-faceted approach to event access that strengthens member engagement across various touchpoints.

Pre-sale access to Disney concerts

Disney+’s strategic use of presale access is working to drive subscriber value. A prime example is the Descendants/Zombies: Worlds Collide Tour, where subscribers received exclusive presale access from November 12 until November 14, 2024. The program included premium VIP packages featuring:

• Group photo opportunities with tour talent
• Pre-show VIP soundcheck access
• Reserved seating options
• Exclusive merchandise collections
• Q&A session participation

Special screening opportunities

Disney+ has elevated the viewing experience through exclusive screening events that are key engagement drivers. The platform regularly hosts special screenings for upcoming releases, such as the recent preview of “The Acolyte” series. These events typically include:

Virtual fan events access

The integration with D23 fan experiences showcases an innovative approach to digital queue management. Disney+ subscribers gain access to a sophisticated virtual queue system for exclusive events, featuring:

• Multiple daily queue opportunities at 4 am and 1 pm
• Mobile checkout capabilities
• Push notifications for boarding group access
• One-hour window for retail location entry

Disney+ has successfully transformed traditional fan events through technology integration. The platform streams select D23 panels and presentations, though exclusive previews and special content remain restricted to in-person attendees. This strategy delivers an effective balance of digital accessibility and exclusive experiences.

The entertainment privileges program continues to evolve, with upcoming expansions planned for 2025. These developments include additional concert tours, special screening events, and enhanced virtual experiences that further cement Disney+ position as a comprehensive entertainment membership platform.

Vacation planning perks

Vacation planning represents a significant value proposition in the Disney+ membership program. These benefits create substantial savings for subscribers, with the integration of resort, dining, and travel benefits demonstrating an innovative approach to member engagement.

Disney resort benefits

Disney+ subscribers can access exclusive room rates at select Disney Resort hotels, with savings reaching up to 35% for stays during specific periods. The program includes comprehensive resort benefits:

• Complimentary transportation options including monorail, Disney Skyliner, and water taxis
• Early theme park entry privilege (30 minutes before regular opening)
• Access to outdoor Movies Under the Stars and recreational activities
• Ability to make dining reservations up to 60 days in advance for stays up to 10 nights

Dining plan advantages

Through the Disney Dining Plan, Disney+ subscribers can receive a free dining plan when purchasing a non-discounted 4-night, 4-day Walt Disney Travel Company package. The available plans include:

Both plans include unlimited refills with a Resort Mug at Disney hotel locations. 

These dining benefits can be used at signature restaurants, though some locations require two table-service credits.

Travel package exclusives

Disney+ subscribers can gain access to premium vacation planning benefits. Special travel packages include:

• Free Disney Dining Plan with select resort stays
• Room discounts at select Disney Deluxe or Deluxe Villa Resorts
• Special cruise offers, including 50% off for kids on select sailings
• Access to vacation package add-ons and upgrades

Some of these benefits extend beyond basic discounts. Subscribers receive priority access to dining reservations, can participate in extended evening hours at select parks, and enjoy the convenience of Disney Resort hotel ID integration with their park tickets.

Disney continues to add new benefits. Recent additions include special holiday package offers and enhanced dining plan options that now include both alcoholic and non-alcoholic beverage choices for guests 21 and older.

Loyalty benefits generated by Disney+ Perks

Disney+ has delivered across a range of success metrics, demonstrating the power of strategic membership design in driving business outcomes.

Membership growth

Disney+ has achieved impressive subscriber growth, reaching over 250 million subscribers worldwide in 2024.

Revenue boost

The streaming division’s financial performance demonstrates improving results:

• Operating income of $47 million in Q3 2023, compared to a loss of $512 million year-over-year
• Revenue improvement to $6.19 billion from $5.51 billion
• Core subscriber growth of over 6% in the second quarter

Cross-sell and upsell

Disney+ continues to demonstrate success in driving additional revenue through strategic cross-selling. The platform has grown partner brand relationships by 30% year over year, with 70% of brands returning to the platform. Disney’s reach extends to:

• 94% of adults aged 18+ in the US
• 85% of adult consumers who buy online and engage with social media
• 86% of viewers who use the internet for hard-to-find products

Customer lifetime value improvements

The platform’s impact on customer lifetime value (CLV) has been significant, with loyalty strategy experts noting these key metrics:

Retention

Disney+ leads the streaming industry in customer retention, with impressive statistics:

• 88% retention rate for bundle subscribers after one month
• 86% average retention for monthly subscribers
• 78% six-month retention rate for bundle subscribers
• 74% six-month retention rate for monthly subscribers

Advocacy and brand affinity

Disney+ is demonstrating it can build brand advocacy through its perks program. This includes:

• Increased viewer engagement across all age demographics
• Higher content completion and rewatch rates compared to competitors
• Strong performance in personalized content recommendations
• Successful cross-platform engagement through D23 membership integration

The program’s success in driving loyalty has been particularly evident in its bundle strategy; a key driver of retention. The combination of Disney+, Hulu, and ESPN+ has created “ecosystem stickiness,” with bundle subscribers showing significantly higher retention rates than single-service customers.

Conclusion

Disney+ stands as a prime example of what loyalty consultants consider best-practice membership design, transforming streaming subscriptions into a comprehensive rewards ecosystem. Through strategic integration of theme park privileges, merchandise access, and exclusive events, the platform delivers exceptional value while driving meaningful engagement across Disney’s entertainment portfolio.

These results validate what Loyalty & Reward Co have long advocated – members who receive value beyond core services become more loyal, engaged customers.

The Disney+ future roadmap promises even greater innovation through immersive technologies and personalized experiences. These advancements will further strengthen subscriber connections while setting new standards for membership program excellence. Members can look forward to expanded benefits across theme parks, merchandise, and entertainment, creating deeper engagement with the Disney brand.

The platform’s success proves that streaming services that evolve beyond basic content delivery have a better chance of building lasting customer relationships. Disney+ has mastered this evolution by offering tangible benefits that enhance the entire entertainment experience, making it a model for membership programs across industries.

Do Loyalty Programs Work?

Looking for examples of best-practice loyalty programs from around the world that have delivered outstanding results? Check out our ‘Do Loyalty Programs Work?’ series.