Disney+’s Bold Bet: How “Rivals” is Redefining UK Comedy for the Global Streamer
In an exciting pivot, Disney+ is actively expanding its footprint in the UK’s vibrant comedy scene, a strategic move championed by Eric Schrier, President of Disney TV Studios and Global Original Television Strategy at Disney Entertainment. At a time when global discourse often leans towards the serious, Schrier believes “the world can use some comedy right now,” signaling a significant shift in the streamer’s content strategy.
While dramas have traditionally dominated the UK development slate for Disney+, Schrier highlighted a renewed focus on comedy. This strategic direction has already yielded substantial success, particularly with the adaptation of Jilly Cooper’s novel series, Rivals. Lauded as a “huge hit,” Rivals has not only captivated audiences but also played a pivotal role in solidifying Disney+’s presence in the UK and beyond, showcasing the global appeal of well-crafted British humor.
The Quest for Unique Comedy: Beyond the Expected
During his address at Content London, Schrier urged producers to pitch ambitious, unique ideas, emphasizing that “you have to build risk into the system.” He passionately argued, “If failure is not part of your business model, you are not going to succeed in a creative business.” This philosophy underpins Disney+’s pursuit of distinctive narratives.
Illustrating this commitment to innovative storytelling, Schrier unveiled a trailer for the upcoming comedy-drama, Alice & Steve. This series, from the acclaimed makers of Baby Reindeer, Clerkenwell Films, stars Jermaine Clement and Nicola Walker. It explores the complexities of a platonic friendship challenged when one friend dates the other’s 26-year-old daughter—a concept Schrier described as “super unique.”
The streamer’s investment in British comedic talent extends further, as news recently broke about Nicholas Hoult and Daisy Edgar-Jones starring in Mosquito, a sardonic British comedy examining a young couple’s relationship. These projects collectively underscore Disney+’s dedication to fostering a diverse portfolio of comedic offerings.
Hulu: The International Home for Edgy Adult Content
Beyond traditional Disney+ fare, Schrier shed light on the evolving role of Hulu internationally. Having replaced the Star brand, Hulu is now positioned as the go-to platform for more “edgy” adult-skewing content globally. Schrier explicitly stated that Disney+ is looking for “Hulu originals across the world to show adults” that the brand can still deliver sophisticated, adult-oriented programming. This strategic distinction allows for a broader creative spectrum, moving away from kids and family content which is primarily developed in-house.
Global Expansion and Strategic Partnerships
This increased focus on local original content aligns with Disney CEO Bob Iger’s earlier signals about significantly ramping up local market productions, marking “phase two” of Disney+’s evolution. With 100 series launched in over 20 territories this year, priority markets include the UK, Spain, Germany, Italy, Korea, Turkey, and Brazil.
Disney+ is also embracing innovative free-to-air partnerships with broadcasters like ITV in the UK, Atresmedia in Spain, and ZDF Studios in Germany. Schrier noted that these entities are “really powerful entities in their markets” and that such collaborations offer a productive way to provide content to subscribers, demonstrating that exclusivity isn’t always the paramount concern. However, he acknowledged that producers often prefer the substantial upfront fees associated with global rights, a model largely influenced by Netflix’s pioneering approach.
The Devil in My DMs: A Dive into True Crime
Adding another layer to its diverse content strategy, Schrier announced The Devil in My DMs, a four-part Hulu true-crime series. Produced by UK’s Lightbox (known for Disney+ original Camden), this series delves into the dark intersection of social media and real-life crime, showcasing Disney+’s willingness to explore various genres within its international Hulu offerings.
Disney+’s proactive strategy, fueled by successful ventures like Rivals and an openness to creative risk, underscores its ambition to become a dominant force in global streaming, particularly in the thriving UK comedy and adult content markets.
