The House of Mouse has officially launched the Disney Digital Network that will focus on digital-first stories and deliver them via multiple platforms and influencers.
With one billion followers in its orbit, Disney Digital Network is comprised of distinct editorial voices, more than 300 social media channels and a curated set of Maker creators and influencers.
Earlier this year, Disney’s Maker Studios parted ways with 80 employees and 1,000 creators that followed the December merger of Maker Studios and Content & Media with Disney’s Consumer Products and Interactive Media (DCPI) division. Disney acquired Maker in 2014 for US$500 million as a multi-channel network that would provide production and marketing services for YouTube creators. Through Disney Digital Network, the company will now leverage creators’ voices and content to create new original programming.
As for the network’s portfolio of editorial voices, those will include Oh My Disney, Disney Style, Disney Family, Babble, Polaris, Star Wars.com and the Star Wars app. Videos, articles and micro-content will be delivered through the network’s digital platforms and influencers every month.
Disney Digital Network will also include in-house branded content service Disney Co/Op, which will pair digital storytellers with advertisers to create custom campaigns. The branded content will be programmed across the editorial voices on all platforms. The service will also pair publishers with Facebook advertising insights through Facebook Anthology and leverage partnerships with social media platforms like Twitter and Instagram. A number of new Facebook Anthology video programs are set to launch later this year.
Additionally, the 300-plus social channels—spanning Mickey Mouse to The Muppets—will bring both classic and new Disney stories to social feeds on a daily basis.
Overall, Disney Digital Network’s programming slate will include Science and Star Wars, Oh My Disney Show, Club Mickey Mouse, Disney IRL, COIN, Disney Design Challenge and Disney Magical Starts.