Disney+ is raising prices again, and insiders say Taylor Swift is a major reason why.
The platform's $3 monthly increase follows a reported $100 million deal with the pop star, which executives see as a guaranteed subscriber boost.
According to ShuterScoop, the company is counting on millions of fans signing up or upgrading when Swift's two upcoming projects premiere on December 12: the six-part docuseries "Taylor Swift | The Eras Tour | The End of an Era" and the concert film The Final Show.
One source described the strategy simply: "Disney's betting everything on Taylor."
Another added that Swift is "driving numbers like Marvel used to," underscoring how her reach now rivals the biggest franchises in streaming history.
Executives are already calling the release date "Taylor Swift Day" inside the company.
Swift Effect Spurs Price Hike
Disney's internal projections point to record-breaking sign-ups, with technical teams preparing for a potential server overload on launch day.
The special includes the full The Tortured Poets Department setlist and never-before-seen backstage footage from her $2 billion world tour.
"She's not just a pop star, she's an economy," a senior executive said, referring to the company's belief that Swift's releases have measurable financial impact.
Another insider noted, "Taylor Swift equals profit. No one else in entertainment has that kind of power."
Fans may be frustrated by the price increase, but executives are clear about their calculus. Swift's involvement translates directly to higher revenue.
Swift Fans Drive Cultural Traffic
The Swift effect isn't limited to streaming. A recent rush of fans to a German museum shows how far her influence reaches.
According to Daily Mail, the Hessisches Landesmuseum Wiesbaden has been flooded with visitors after the release of Swift's new video "The Fate of Ophelia."
The opening scene mirrors a painting by Friedrich Heyser, which depicts Ophelia from William Shakespeare's play.
The painting has been part of the museum's collection for years, but attendance surged after Swift's single dropped earlier this month.
Museum spokesperson Susanne Hirschmann said the team quickly organized a themed tour.
"We're really enjoying this attention, it's a lot of fun," she said, per BBC. Fans who attend dressed as Swift or Ophelia on November 2 will enter free of charge.
The tour sold out immediately, and museum staff are considering adding more dates to handle the demand.
Museum director Henning said they have tried to reach Swift directly.
"I would love to show Taylor Swift the original painting sometime," he said. He added that the attention "is a great opportunity to attract people to the museum who don't know us yet."
"The Fate of Ophelia" is the lead single from Swift's new album The Life of a Showgirl, currently topping charts in both Germany and the United States.
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