According to CEO Bob Iger, Disney considered buying the social media company Twitter, but pulled out of the deal saying it was too much of a project for Disney to take on.
Concerns ranged from running a platform that was outside the scope of what was in Disney's best interest, to finding a good fit with their current brand, to the Twitter environment being downright nasty. Simply put, the deal was off because the social media giant was just too problematic, CEO Bob Iger revealed in a New York Times interview.
That wasn't to say Iger didn't give it some thought. Wanting a more effective and "compelling" way to reach consumers, it was only after a closer look that he realized it was not a wise choice for Disney. Instead, Disney purchased a majority stake in sports streaming site BAMTech.
The report comes from Iger’s new memoir, “The Ride of a Lifetime,” where the Disney CEO explains why he decided against the dea. He explains he didn't feel it was the responsible thing to do to take the project on. He added, “There were Disney brand issues, the whole impact of technology on society. The nastiness is extraordinary.”
Iger Isn't Wrong And Twitter Knows It
Saying that he used his Twitter account to follow 15, 20 different subjects, each time he did, he would turn and look at notifications and say, "why am I doing this? Why do I endure this pain?" This is a common feeling for a number of Twitter users who have a large number of followers and their feeds are inundated with filth.
Twitter has recently added a feature that allows Twitter users to mute or hide replies to a particular post, but users like Iger likely don't want to have to worry about first reading the terrible responses before hiding them. He said, “Like a lot of these platforms, they have the ability to do a lot of good in our world. They also have an ability to do a lot of bad. I didn’t want to take that on."