Disney is a premium brand. Whether you love or hate the mouse overlord, there is no denying their worldwide appeal. They own pretty much everyone’s childhood, and is really the one company that has the ability to survive in virtually every market ecosystem.

RELATED – Disney Creating Star Wars Live-Action & Marvel Series For Their Streaming Service

So when they announced they would be creating their own streaming service, it was sort of expected that they would likely go with a premium price — say $14.99 or even $15.99 a month. Disney is many things, but humble isn’t one of them, and it’d be easy to see that, despite having far less content than someone like Netflix, they’d think the consumer would be willing to pay anyways.

On an investors’ call, however, Disney CEO Bob Iger said that their service will be priced “substantially below” Netflix because it will launch with “substantially less volume.”

This is so comforting to hear. I was fully ready for them to come in guns blazing and egos flaring, but from the sound of it, they’re taking a real methodical approach to this. Could it be that they have a realistic perspective on the best way to approach their streaming service? We think so.

Between this and the announcement of a Star Wars live-action series and Marvel series, it’s hard to argue that they’re not taking this digital business very seriously.

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SOURCE: Ben Fritz