迪士尼(DIS.US)“去Hulu化”进入倒计时：Project Gemini曝光独立应用即将退场

智通财经05-29

智通财经APP获悉，迪士尼(DIS.US)的流媒体技术团队正致力于让独立的Hulu应用逐步退出历史舞台，尽管公司表示“目前尚无将其下架的计划”。根据一份迪士尼内部流媒体文件截图，一项名为“Project Gemini”的多阶段战略正在推进，旨在将Hulu的内容与功能整合到Disney+中。文件及两名流媒体员工透露，这一统一体验预计将在今年年底前完成。文件指出：“在所有用户从Hulu应用迁移至...

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Disney”的推进方向。在他首次发给员工的备忘录中，达马罗强调要“作为一个迪士尼来运营”，通过整合团队，“无论用户在何处，都能触达他们”，并“加深他们与迪士尼的关系”。分析称，将Hulu融入Disney+不仅能带来便利，减少碎片化体验，还能向用户推荐他们原本可能错过的节目。让漫威粉丝迷上Hulu的喜剧，或者反过来，都能有效防止用户对内容产生厌倦。即使在独立运营的阶段，Hulu与Disney+的捆绑销售也已帮助迪士尼推动了流媒体套餐的销售，从而提高了每用户平均收入，并降低了取消订阅的比例。根据订阅数据公司Antenna的数据，今年4月，Disney+和Hulu在美国的月度取消率仅次于奈飞，低于其他所有主流流媒体平台。上述产品部门员工表示，迪士尼希望“通过提供更好的体验，让用户自然地从Hulu迁移到Disney+”。虽然迪士尼仍提供仅限Hulu的订阅选项，但这一选择在其网站上已被置于不太显眼的位置。除了服务消费者，将Hulu整合进Disney+也有助于迪士尼提升运营效率。一位员工透露，公司去年夏季合并了流媒体广告服务器，并在上个月裁员后整合了部分流媒体团队，包括组建了一个新的“Domestic Growth”小组。不过，迪士尼内部对于Hulu应用的未来仍存在不同的优先级考量。上述产品员工表示，产品负责人对于“让大量用户离开一个重度使用的平台”持犹豫态度，而公司高层则更关注通过统一流媒体体验来“提升内容可发现性并降低成本”。据此前的报道称，迪士尼最终希望将Disney+打造成一个“超级应用”，用户不仅可以在此观看流媒体内容，还能购买周边商品、主题公园门票、游轮行程及电影票。媒体顾问、Owl & Co.的赫尔南·洛佩兹表示，这种超级应用可以“让人们花更多时间在迪士尼的产品上，从而最大化迪士尼所有产品的终身收入。”","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"-1","news_tag":"corporation","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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迪士尼(DIS.US)“去Hulu化”进入倒计时：Project Gemini曝光 独立应用即将退场

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迪士尼(DIS.US)“去Hulu化”进入倒计时：Project Gemini曝光独立应用即将退场