Disney+
Contact Alexis

Driving Customer Growth in a New Era of Password Sharing

Rewriting the rules of password sharing without losing brand loyalty

Project Overview

The Challenge

With over 125M subscribers and one of the highest account sharing rates, Disney faces an important challenge with password policy changes. We needed to introduce our Paid Sharing program without turning away users or disrupting their streaming experience.

My Role

As Lead Content Strategist, I created clear, transparent messaging for Disney+ and Hulu's household sharing initiative across 132 global markets, supporting a wide range of user needs and monetization goals.

The Challenge

High Sharing Rate

Over 20% of users share accounts across multiple households, creating monetization challenges & less account personalization

Low Awareness

Users had minimal understanding of new sharing policies and their implications due to long-term sharing behavior

Balancing Act

How might we introduce account limits without sacrificing user satisfaction or adoption of our multi-brand bundle offering

Our Audience

Multi-Household Families

Families sharing accounts across different locations and households

Frequent Travelers

Mobile-first users who stream content while on the go or in a vacation home

Loyal Subscribers

Long-time users with strong emotional connections to Disney brands

Team Lead Responsibilities

Strategy Leadership

Lead team intake and end-to-end UX copy strategy for the 2024–2025 Paid Sharing launch

Cross-Team Collaboration

The only content SME across multiple design, legal, data analytics, and marketing teams for global launches

Multi-Device Content Creation

Write copy for on & off-device purchases, new features, onboarding screens, in-app promotions, and more

4

Build Content Systems

Create decision frameworks to guide AI partnerships, inform copy decisions, and scale for the future



Impact & Takeaways

132

Global Markets

Successfully launched across Disney+ and Hulu worldwide

6M

New subscribers

Converted from 14M shared accounts globally in first year

99%

New account conversions

Within 80 days of receiving an out of household block

300K

Member Add-ons

Increased click-throughs on add-on upsells for expanded households

28%

Fewer Household Blocks

Reduced customer confusion and support needs

Out of household block

Converting new accounts



Disney+

Encourage new account signups through growing catalog & flexible plan options

Hulu

Highlight bundle savings for new accounts that enjoy sports, Disney+ and trending shows on Hulu



Process

Research & Framing

Gathered user insights on account sharing perceptions and audited competitor approaches to identify risks and opportunities

Writing & Testing

Created multiple copy directions, A/B tested language to strengthen customer clarity and trust, and partnered with data & localization teams for regional adaptation

Cross-Team Collaboration

Navigated feedback loops across Legal, Product Marketing, Design, and Viewer Experience teams & created reusable copy frameworks for consistency

UX Writing & Artwork Gallery

In summary, I helped Disney+ and Hulu introduce one of their biggest policy shifts to date. I balanced policy details and feature updates with an honest, helpful, and human content strategy—making a potentially disruptive change feel like a natural evolution for millions of users worldwide.








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