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Disney wants to use your viewing history to personalize your park experience

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Disney could soon start using your Disney Plus viewing habits to influence your experience at its parks — and vice versa. In an interview Bee The Wall Street JournalSpeaking at Disney’s Tech Live event, Disney CEO Bob Chapek said the company is working on a way to customize both experiences based on how you interact with its physical and digital offerings.

“When you’re on Disney Plus, we need to know what happened, what you went through, what you liked, the last time you visited a park and vice versa,” Chapek explained. “If you’re in a park, we need to know what your viewing habits are on Disney Plus.”

Chapek cites Disney’s pirates of the caribbean ride as an example, noting that the company could eventually track that you went to ride in one of its parks and then use that as a way to curate the content you see on Disney Plus. “What you get is special programming tailored to pirates of the caribbean that would be unique to people like you, that’s personalized to your preferences,” said Chapek.

When asked when Disney might start rolling out this program, Chapek said the company is currently “putting its arms and legs on it,” but didn’t provide a specific timeline. This isn’t the first time Chapek has hinted at bridging his Disney Plus and Disney park experiences, either. In September, Chapek said in an interview with Deadline that Disney wants to “bring the two pieces of the Walt Disney Company into one, for one common guest experience” through its streaming service and its parks.

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