Since its heyday, the network's viewership has plummeted. Not even the Mouse House has come up with a similarly lucrative strategy to capture Generation Alpha.
On two nights in March, a raucous crowd of 20- and 30-somethings poured into Disneyland. They came as characters from “Hannah Montana,” “Brink!,” “The Cheetah Girls” and “The Suite Life of Zack & Cody.” They sang “Camp Rock” songs during karaoke and used pretend wands to trace an iconic logo of mouse ears in the air. Even Mickey and Minnie joined in, dressing as East High Wildcats, the signature team from “High School Musical.
Its audience gobbled up not just on-air content, but the tangential albums, video games, concert tickets and apparel, helping bring in billions of dollars in merchandise revenue. By using its various divisions, Disney made household names out of a stable of actors including Hilary Duff, Zac Efron, Miley Cyrus, Selena Gomez and Demi Lovato. Many of them put out music on Disney’s record labels that climbed Billboard’s charts while they acted on their breakout series.
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