Disney+ In App Messages

In-App Messaging
Tailored to Streaming

Systems Design • Global Scale | 2022 • Disney+

Creating a flexible framework for reaching viewers across CTV, mobile, tablet, and web.

Challenge
Disney+ uses in-app messaging to surface content, promote campaigns, and help viewers discover more of the catalog. As these experiences expanded across platforms and use cases, there was an opportunity to establish a more consistent and scalable approach to how messages were designed and deployed.

In-app messages needed to work across dramatically different viewing environments—from a television viewed across the room to a phone held in a user's hand.

How might we create a reusable in-app messaging system that could adapt across platforms, content, and campaigns while maintaining a consistent viewer experience?

Design Documentation

Enagement based In App Messages

CTV In Apps Highlighting Collections

Impact
The In-App Messaging system established a scalable framework for reaching Disney+ subscribers directly within the product, enabling targeted experiences across platforms.

Drove a statistically significant 0.35% lift in streams, generating 52K incremental streams in one week
Validated targeted in-app messaging as an engagement channel, leading to continued experimentation and additional campaigns
Scaled across CTV, mobile, tablet, and web, creating a consistent cross-platform messaging experience
Scaled to 20+ languages and global markets

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