Why Disney+ Quietly Launched in the Netherlands First

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Why Disney+ Quietly Launched in the Netherlands First
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Here's why DisneyPlus quietly launched in the Netherlands first

It also doesn't include Hulu and ESPN+, both of which will be offered as Disney+ add-ons in the U.S. "It is essentially a huge beta trial; rather than doing a test run with a few thousand homes in the U.S., Disney is testing its service on a whole country," says David Sidebottom of London-based analysts Futuresource.

Dutch users who sign up for the Disney+ trial will immediately be rolled over as full members when the service launches at a cost of €6.99 per month. As with other international users, Dutch customers will not have the option to take Hulu and ESPN+ together with Disney+ as those platforms do not operate in the territory.

And, unlike in bigger European territories — think France, Germany, Italy and Spain — the Dutch are accustomed to viewing content in English. "The country has a very high proportion of English speakers, and most of them watch content in the original [language] with subtitles," says Fred Black of Ampere Analysis. "If you want to test to see how English-language content can translate to an international audience, the Netherlands is a good test case.

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