The digital landscape is messy even though you have access to most media at your fingertip. But Disney is showing the way with its Anywhere initiative that lets you buy any Disney, Pixar or Marvel movie on iTunes and watch it on Google Play – and vice versa.
Buy once, watch anywhere
Disney's solution is simple but powerful. When you buy a movie by Disney, Pixar or Marvel on for example DVD you will also be able to access it in iTunes and now also Google Play. You also have access to all your previous purchases from iTunes on Google Play – and vice versa.
The model of giving access anywhere is pro-consumer, and the idea of digital ownership without restrictions is appealing. People are not buying as many movies as they used to, often waiting for them to show up on subscription services such as Netflix. However, a more consumer-friendly approach could change that, and it gives you the freedom to watch your movies on the platform with the best picture and sound quality.
The offer is only available to people in the US right now, and Windows Phone users are not invited yet, but Disney say that they intend to expand the Anywhere initiative to more movie stores and platform. However, Windows users can watch the movies from an internet browser.
To get started you need to create a Disney Anywhere account and attach it to your iTunes and Google Play accounts when registering. You even get a free copy of Wreck-It Ralph.
Others can learn from Disney. Let us hope they do.