The entertainment giant's flagship website set a record in July for total video streams. Disney.com logged 186.7 million streams for the month -- more than double the 75.5 million NBC touted for the Beijing Olympics.
Disney employed the powerful lure of the Disney Channel's tween acts to bring in the clicks. The site featured premieres of Miley Cyrus' "7 Things" music video and the "Burning Up" video from musical heartthrobs the Jonas Brothers. Disney.com also offered an exclusive online glimpse of the forthcoming film, "High School Musical 3: Senior Year."
As a result, comScore Media Metrix ranked Disney Online as the sixth most popular online video site, behind Viacom Digital, but ahead of such established online video destinations as Veoh, Video Egg and Break Media.
In a sense, Disney's online destination has come full circle, returning to the entertainment focus of a decade ago, when neither Internet speeds nor computers were up to the task.
Dawn C. Chmielewski is an entertainment writer who covers Walt Disney Co.