In the fast-evolving world of streaming, Disney+ has long been at the forefront, offering an ever-expanding library of beloved films, TV shows, and original content. But as viewers’ expectations grow, the entertainment giant is looking for ways to keep its platform fresh and engaging.
While we’ve already seen some interesting advancements in the streaming space, Disney+ is now making an unexpected move that could forever change how viewers experience their favorite shows.
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This new feature may just redefine the way you binge-watch your favorite Disney content – and it comes in the form of virtual concession stands. Yes, you read that right.
Earlier this week, Disney made a groundbreaking announcement: it is partnering with the ad-tech startup Shopsense and the digital delivery service Gopuff to bring virtual concession stands and storefronts to Disney+.
The collaboration aims to transform how subscribers interact with content on the platform by allowing them to purchase snacks, merchandise, and other products they see during their shows, movies, or sports events.
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Per 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.
Disney hopes that by introducing these virtual storefronts, it can create a more interactive and personalized viewing experience. Subscribers will be able to click through on ads when prompted and purchase products tied to the movies, series, and sports they’re watching.
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 shopping experience is built on the idea of making ads more engaging by connecting viewers directly with the products they see on their screens. It’s a shift away from traditional, passive ads and is instead designed to turn streaming into a more immersive experience where viewers can immediately act on what catches their eye.
Disney is not the first studio to try this type of advertising and purchasing model. Both Paramount and NBCUniversal offered similar experiences during the MTV Movie Awards and the 2024 Paris Olympics. While this move may seem new, Disney is entering a space that other companies have already started to explore.
However, by tapping into the increasing popularity of e-commerce and the potential for real-time engagement with advertisements, Disney is creating a new avenue for both advertisers and subscribers alike.
Despite the potential of this new feature, it remains to be seen whether it will resonate with Disney+ viewers. Some might find it a convenient and fun way to shop, while others may feel like the added shopping component is unnecessary.
With no set launch date for this feature, it’s still unclear when Disney+ users will be able to start shopping while streaming.
In the meantime, Disney fans will have to wait and see how this experiment plays out. Will virtual concession stands become a major hit, or will they fall flat? The future of Disney+ streaming is evolving, and we’ll be watching closely.
What do you think about Disney’s new virtual concession stands? Will you be shopping while streaming, or do you think this is a feature you can do without? Share your thoughts with us in the comments below!
we are not happy with how small the display is on Disney+. You can’t tell what it is unless you hit it to watch it. Why make it smaller? It isn’t like you put so much more on there.