Disney+
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365 Days of Disney+: Subscriber Retention Strategy

Building an intuitive, "always-on" member experience through content discovery & personalization

My Role & Responsibilities

UX Copy Leadership

Led UX copy across multi-touch subscriber lifecycle campaigns

Messaging Strategy

Designed messaging for discovery, nostalgia, and weekly habits

Content Planning

Created seasonal, time-sensitive content opportunities and tested engagement tactics

Cross-Team Collaboration

Worked with CRM, Product Design, and Motion teams to align tone and narrative

Turning subscribers into superfans one personalized moment at a time

Campaign Themes

Disney Today, Yearly Wrapped, One Year Anniversary & Park Countdown

Global Content

Short-form, adaptable copy across platforms for global, localized use

A/B Testing

Subject lines, tone, and CTA testing that keeps brand identity across diverse franchises

Team Collabs & Constraints

Working within CRM constraints with Motion, Artwork, Product, and Support teams

The Challenge: One-Time Viewers

With most users juggling 3 or more streaming subscriptions, Disney+ has to earn its place month after month. Early retention is a challenge: while acquisition numbers remain strong, many new users join Disney+ for a single franchise – like Star Wars or Marvel – and rarely explore other streaming content beyond it.

For 3 years, I've lead UX copy strategy for a cross-channel messaging framework designed to drive daily and seasonal engagement. This evergreen campaign positions Disney+ not just as a place to watch—but as an experience users will look forward to every day.


Content Overwhelm

Disney+ has a vast content library, but new users often don't realize what's available beyond the Disney classics. Most people also have 3+ subscriptions already

Early Churn

Users typically cancel their subscription after watching a single title or series they specifically subscribed for

Engagement Gap

How might we turn one-time viewers into long-term subscribers with storytelling, personalization, and habit-building?

Monthly Messaging Framework

This campaign involved creating copy and visuals that could adapt to different layouts across various platforms, including email, MyDisney Wallet, push notifications, and TV interfaces.

The challenge was to communicate The Walt Disney Company's ubiquitous value proposition while appealing to fans of distinct franchises.


Week 1

"Coming soon" previews with add to watchlist banners

Week 2

Push notifications featuring nostalgic trailers and clips

Week 3

In-app takeover of Disney Park celebrations

Week 4

Monthly recap email with personalized playlists

Days 8-30 Retention Strategy

Yearly Wrapped 360 Experience

Outcomes & Key Takeaways

15%

Engagement Lift

Increase in 30-day engagement for new subscribers

22%

Higher CTR

Improved click-throughs on curated collection modules

30%

Watchlist Growth

More add to watchlist actions via discovery notifications








Research & Content Audit

Identify Exit Points

Mapped top drop-offs within the first 30 days of subscription and full 365 days

Content Audit

Identified under-marketed and age-specific content by genre and theme

User Feedback

Surveyed users about "content fatigue" and decision friction

Creating Long-Term Fans Through Storytelling

Through strategic UX writing and storytelling, I helped Disney+ create an ongoing content journey that encourages discovery, nostalgia, and personalized engagement—helping turn short-term viewers into long-term fans.


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