Disney turns streaming TV into an interactive shopping cart

Disney is rolling out new shoppable ad formats for its streaming services, allowing viewers to buy products and order food directly from their TV screens. The move, announced at the Cannes Lions advertising festival, is designed to turn passive viewing into an active shopping experience and give advertisers a direct line to consumer wallets.

Your remote is now a wallet: The new features include “Shop the Stream,” a partnership with Shopsense AI that lets viewers use QR codes to buy products inspired by the shows they’re watching. The second is a “virtual concession stand,” powered by Gopuff, allowing viewers on Hulu, Disney+, and ESPN to order snacks and drinks for on-demand delivery during ad breaks.

Familiar territory: While the push is a big one for Disney, it’s not exactly breaking new ground. The concept of shoppable TV has been a long-sought-after goal for media companies, with Amazon’s Prime Video already offering a “Shop the Show” feature and NBCUniversal having launched a similar “Virtual Concessions” for Peacock viewers last year.

Driving direct sales: The move is part of a larger push to prove that streaming ads can drive direct sales, not just build brand awareness. “I’m excited to see streaming ads finally being optimized for streaming, rather than just replicating the linear experience,” said Jamie Power, Disney’s SVP of Addressable Sales, in a statement. “By connecting retail media signals to our content, we’re helping brands create more personal, actionable and measurable experiences.”

The bottom line: Disney is betting that the shortest path from inspiration to purchase is through the living room, transforming every piece of content into a potential point of sale.