Disney Television Studios president Eric Schrier took the stage at Content London to outline a major shift in Disney+ strategy. He explained that the platform is now entering “phase two,” a stage where targeted content creation and adult-focused programming will lead the way. In phase one, Disney+ centered on global brands and U.S. IP to build a foundation. That era is over. The company now aims to strengthen its local presence in key markets while broadening the perception of what Disney+ offers.
Shifting From Perception Challenges to Strategic Identity
Schrier revealed that changing the Disney+ brand image was harder than expected. Many viewers still associate Disney primarily with animation and family entertainment. The initial instinct, he said, was to push more edgy or FX-style programming to reposition the service. Although this helped expand the catalog, it did not fully change public perception. The refined approach uses Hulu as the global label for adult-oriented originals. This shift allows Disney+ to show a wider audience that the platform includes bold dramas, thrillers, and comedies.
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Local-For-Local Content Strategy Gains Traction
A major theme of Schrier’s keynote was the commitment to local content that appeals to local audiences. Instead of trying to replicate global franchises in multiple languages, Disney+ is producing shows rooted in regional culture, talent, and storytelling. “We don’t need to flood each market,” he explained. The goal is complementary content, not volume. Disney+ now produces around 100 series a year across more than 20 markets. Europe and Asia remain the strongest growth regions, and development investments are rising in those territories.
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Why Disney+ Wants More Adult-Focused Programming
During his London session, Schrier encouraged producers to pitch adult-oriented concepts rather than family content. Comedies, dramas, limited series, and documentaries sit at the center of this strategy. Kids’ content continues to be handled directly by Disney’s global IP teams. Schrier stressed the importance of risk-taking in driving creative success. He said that creators should feel free to experiment and fail, because innovation depends on bold choices.
British Originals Deliver Big Success Stories
In the UK, Disney+ has seen major success thanks to standout titles like Rivals. The Jilly Cooper adaptation recently won an International Emmy and became a breakout hit. Schrier praised the series for helping Disney+ strengthen its identity in the UK beyond American-based franchises. Other strong performers include Steven Knight’s A Thousand Blows and the Caroline Flack documentary series. This consistent performance is shaping a more confident local commissioning strategy.
More British Comedies on the Way
With the world craving lighter entertainment, Disney+ plans to invest heavily in UK comedy. Schrier announced several new British originals, including Mosquito starring Nicholas Hoult and Daisy Edgar-Jones. He also previewed Alice & Steve, a fresh comedy-drama about friendship and complicated relationships. The company sees unique comedic voices as a key opportunity in the evolving TV landscape.
Expanding Through Strategic Free-to-Air Partnerships
Another important trend is Disney’s collaboration with free-to-air broadcasters. Recent partnerships with ITV in the UK, Atresmedia in Spain, and ZDF Studios in Germany show that exclusivity is no longer the top priority. These alliances help Disney+ reach wider audiences and support co-productions tailored to local tastes. In the U.S., Hulu already uses this model by hosting ABC and Fox shows after their linear debuts.
Pushing Boundaries With New True-Crime and Unscripted Titles
Unscripted programming continues to play a major role in Disney’s strategy. During the event, Schrier announced The Devil in My DMs, a Hulu true-crime docuseries exploring social media–related criminal cases. The project comes from UK producer Lightbox, the team behind the popular Camden documentary.
