ESPN is nonplussed by all the pluses in the streaming name-o-sphere, previously announcing that it’s calling its new streamer “ESPN.” Now, the company is sharing more details.
Today, ahead of Disney’s upfront event in New York, ESPN and Disney executives spoke with the press, revealing more details of the new platform, including pricing, plans, and what it all means for advertising.
Why the streamer is called ESPN
During the press conference, Jimmy Pitaro, chairman of ESPN, noted that the launch of an upgraded ESPN streaming app in the fall would bring “everything ESPN has to offer available in one place.”
Though Pitaro noted that other streaming names were discussed, ESPN kept coming back to ESPN, especially as the company looks to become platform agnostic.
“There’s power in our name, and there’s trust in our name, including, by the way, from the younger generation who love ESPN, and they see us as a digital first brand,” Pitaro said. “ESPN is the place of record, and we represent the very best in sports. So that’s what we’re calling it, ESPN—simple, straightforward, clear.”
Pricing and plans
According to the company, it will have two plans at launch, including an Unlimited plan and a Select plan.
The Unlimited plan includes all ESPN platforms, including ESPN2, ESPN on ABC, ESPN+, ESPN Deportes, and more, totalling around 47,000 live events. It’s available for $29.99 per month, or in a bundle with Disney+ and Hulu for $35.99 with ads ($44.99 per month without ads). At launch, the bundle is $29.99 per month for the first 12 months.
Currently, ESPN+ subscribers will automatically become Select subscribers with the option to upgrade. The Select plan is available for $11.99 per month, focusing on ESPN+ content.
What it means for advertising
At the press conference, Disney revealed that it now reaches 164 million monthly active ad-supported users, and the new streaming experience is providing new opportunities for brands.
Rita Ferro, Disney’s global ads president, said that ads would be both pass-through from linear as well as a “significant amount of programming” coming through the platform and creating new inventory.
The company is also exploring new ways to integrate brands into the streamer’s more dynamic experience, which includes fantasy sports, social sharing, clips, and more personalization; however, Disney wasn’t ready to announce partners at this time.
Speaking to ADWEEK ahead of upfront week, Ferro noted that the enhanced experience gave the company an opportunity to extend sports brand partnerships, with more consumer engagement opportunities ahead.
“Not only the massive sports fan, but the casual sports consumer, will have one place where they’ll find everything they want to watch from ESPN and ABC to consume, engage, share, and spend time,” Ferro said.
