The biggest band in the world will play at the biggest entertainment player in history.

Well, yes. When we think about the biggest music logo in the world, there's no way around it. Whether we like it or not, the most influential band in our history is the Beatles. These guys really changed what music would be like from the 1960s onwards. What was supposed to be a cute little quartet that played a "different" rockabilly with long, unruly hair in 1963, they made catchy songs that were almost 3 minutes long (or not even that), like I Saw Her Standing There, or the eternal Twist And Shout. In 1965 they started to turn things around and opened the iconic album Help! with the title track.

In my opinion, the beast begins

starting in 1966, with Revolver (guys, in 1966 the guys put on the same album Eleanor Rigby, Yellow Submarine, Good Day Sunshine, while the world went on the same song, or followed the wave that the Beatles were building). In 1969, the year of Woodstock, they released Abbey Road. But I won't even start talking about Sgt. Peppers, because then I'll lose track. Anyway, this article is not a review of the Beatles, although one day I might even do one!

The truth is that until the 1970s, this band lived and changed the course of music. Many different sounds, ahead of their time, even. Questions, flags raised, successes, aesthetic and musical standards... It was all there! To the point that generations even younger than me continue to know their songs, sing along, get emotional... And yet many people still don't understand what this band was, and continue to listen to the hits from 1963.

Before I talk about what I want to say here, I suggest you watch Carpool Karaoke with James Corden and Paul McCartney . If you don't get emotional and cry, you have a heart of stone.

Well, the Beatles achieved a worldwide sales record (they are the biggest band in terms of album sales in the US) and, despite having broken up 50 years ago (!!!), they are still one of the most played bands on Spotify.

You get the idea, right? It's an eternal band, that awakens passions to this day, that great-grandparents, grandparents, parents and children enjoy together, and will continue to enjoy for some time to come.

Speaking of passions and generations, I bet everyone here has heard of Disney. And it's no secret that this entertainment empire has been through some big troubles, but it has always managed to avoid going bankrupt. But the pandemic took its toll and, in this context, they decided to open a streaming channel to compete with the formerly harmless, but current villain of the traditional entertainment industry, Netflix.

Disney+ has invested heavily to increase its relevance in the sea of streaming possibilities. Brazil also seems to have accepted this format very well, which has been taking share of time away from TV giants, especially among the Millennial generation and younger generations - who watch 27% less traditional TV (and counting).

The trend is clear: traditional TV is losing ground , and there is a huge opportunity in streaming. And the good news is that Disney has no shortage of content and relevance. Now, they need to penetrate the market further, get people to install the app, try the menu and, hopefully, a good portion will stay (who doesn't want to watch The Lion King in 4K, right?).

And what does this have to do with the Beatles?!

From November 25 to 27, Disney+ will release a documentary with never-before-seen footage from the Beatles' recording and touring processes , all in color and in high definition. Never-before-seen footage. The biggest logo in entertainment is premiering the documentary about the biggest music logo in history.

As a Beatles fan, I'm obviously ecstatic! I already subscribe to Disney+ and they can take all my money and I'll watch it when it premieres. Now, I want you to stop and think with me: the streaming market in Brazil is growing, it's just starting out and there's still a lot of room to grow. Netflix and Amazon are swimming with ease and breaking through, with record subscriptions every month.

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A quick market analysis

In Brazil, more than 65% of the population has at least one streaming subscription, according to Finder. This is well above the global average, which is 55%.

Look at the size of each of the biggest streaming players in Brazil, according to JustWatch until the end of June 2021.

Finder's research, a little more up-to-date, corroborates the order of magnitude of this list.

But it's also interesting to look at the relevance of these streaming services by age. Let's take the 3 biggest ones.

Netflix and Amazon maintain a practically uniform average across the most varied age groups. This is not the case with Disney+ . It drops by half when we look at the population over 45 years old.

Is it a coincidence that a Beatles documentary is being released on Disney+? I don't think so.

Looking at pricing, the biggest player is also the most expensive in the segment (costing over R$50 per subscription, while the others charge about half that). In other words, the competition is not simply based on price. And there is room to charge more, if consumers see the value.

I imagine the Disney+ marketing department talking:

A: “We need to increase our market share in Brazil, and there is even room to increase revenue as a long-term strategy.”

B: “We need to make a surefire hit not only for Millennials, who are nostalgic for The Lion King and want to see remakes.”

C: “The population over 45 years old is already understanding streaming consumption and is getting into Netflix and Amazon Prime in droves. All economically active age groups already understand it. But, here, they represent a small part of our base. And what are we going to do, are we going to keep talking only about cartoons and comic book heroes?”

B: “What speaks universally to all generations?”

A: “ Come together, right now, over me .” - climbing on the table, playing air guitar.

C: "I don't understand."

B: "That's it, Beatles."

I swear I imagine this conversation in a marketing meeting at Disney+. I see it as a great way to increase its relevance and participation in the Brazilian streaming world. Anyone who hasn't heard of the Disney+ catalog yet will start to hear about it.

And who would want to miss this launch? Not me.