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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