Copyright Adweek
For Disney, every day is celebrated. The brand has built its reputation across beloved traditions, iconic stories, and unforgettable experiences—engaging with consumers all year long. When it comes to holiday content, Disney connects brands and advertisers with the 256 million viewers who consume countless hours across its platforms during the season. Tapping into the new wave of commerce consumption This year, holiday momentum is stronger than ever. Ecommerce is projected to grow 4X faster than in-store sales, and by 2028, 67% of incremental online sales are forecasted to occur through mobile commerce. But shopping behaviors are shifting: Consumers aren’t just browsing—they’re buying, and they expect seamless, on-demand shopping experiences tied to the content they love—regardless of the screen. Disney meets this demand with new, innovative experiences that provide incremental value for its consumers. For instance, over two-thirds (69%) of Disney shoppers are inspired by shoppable ads for holiday gifts and experiences, and nearly half (49%) said these ads influence their buying decisions. That’s not just engagement; it’s conversion rooted in real intent, showcasing the power of celebrating moments big and small with Disney’s audiences. Content for all seasons Contrary to popular belief, holidays are not limited to one single window or season. In line with this trend, Disney has expanded tentpole programming to keep audiences engaged throughout the season. Huluween and 31 Nights of Halloween on Freeform throughout October turn into Holidays on Disney+ and 25 Days of Christmas. Live events like NBA on Christmas Day, CMA Country Christmas, and The Wonderful World of Disney: Holiday Spectacular offer even more opportunities for brands to shine. So, whether consumers are looking for holiday nostalgia with titles like Home Alone and Love Actually or are keen to celebrate A Very Jonas Christmas, Disney’s platforms have something for everyone. And the momentum doesn’t stop in December. Holiday activations carry into early 2026 with Disney’s New Year, New Episodes package, the College Football Playoffs and Championship, and the Oscars in March—keeping brands top-of-mind well beyond the season. Innovation that drives action To connect with shoppers, content and creative are key to unlocking attention, but to power conversion, it requires a new approach to commerce. Disney’s Holidays “Content Everywhere” approach integrates ad products into all its offerings—resonating with both brands and audiences. For consumers, Disney is creating new and engaging ways to access holiday content and collections, which brings brands closer to their desired audiences. This year, Disney launched Shop the Stream, an ad format that connects viewers to branded digital storefronts where they can shop products seen on—or inspired by—their favorite shows, movies, and sports. It’s a seamless experience that turns inspiration into action. CALIA by DICK’S Sporting Goods was the first brand to sign on and participate in Disney’s Shop The Stream, enabling viewers to shop top looks from CALIA right from their screens through a virtual marketplace storefront as part of a larger campaign featuring an in-show Design Challenge integration on Project Runway. Disney also launched its first Virtual Concession Stand with The Hershey’s Company, powered by GoPuff, which allows consumers to purchase treats from their second screen that are delivered directly to them in as fast as 15 minutes. And, for the first time during the holiday season, Disney is expanding its Magic Words: Holiday solution for partners to have their brand messages align with contextually relevant content across the vast content library. A holiday gift for marketers Disney has every brand marketer’s wish list: the top streaming platforms; a full suite of custom content opportunities, backed by Disney CreativeWorks; and a “content everywhere” approach to surround the consumer and deliver its brand partners’ messaging to targeted and engaged audiences. With unmatched content, global reach, and innovative commerce solutions, brands can do more than just advertise this holiday season; they can drive culture, conversation, and conversion. — John Campbell is SVP, entertainment and streaming solutions at Disney Advertising. In this role, Campbell oversees all entertainment and streaming solutions, in addition to integrated marketing, multicultural and inclusion solutions, and Disney CreativeWorks solutions.
