Disney+ Expands Interactive Advertising Formats to Boost Revenue

Disney has scaled its interactive advertising formats on Disney+, aiming to create new revenue streams while maintaining a viewer-first experience. The company's in-house Disney eXperience Composer (DXC) platform has driven this evolution, introducing features like Gateway Go and Pause Ads. Beta testing for Pause+ Trivia showed brand recall levels ten times higher than industry benchmarks, indicating strong engagement.