Disney’s streaming service doesn’t have a name, but it does have a strategy Verge Play

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Disney’s streaming service doesn’t have a name, but it does have a strategy

Set to launch next year, it will be ‘the biggest priority of the company during calendar 2019’

Disney’s streaming service doesn’t have a name, but it does have a strategy

It’s no secret that Disney CEO Bob Iger sees the company’s upcoming streaming service as a crucial part of the company’s larger strategy. A

rounds up some essential details about the service, and its place in the larger entertainment landscape.

Currently slated to launch in late 2019, the service is the company’s answer to Netflix, a direct-to-consumer streaming service that will feature an assortment of exclusive Disney library titles as well as a robust lineup of original TV shows and films created just for the service. Development and production are already well underway for the original productions, which include

director Jon Favreau, and shows based on both the

’s report lays out, Disney’s move here is ultimately reactive. The company is trying to catch up with an entertainment landscape that has radically shifted, thanks to Netflix’s disruptive presence. With an ever-ballooning original content budget —

that the service will spend up to $13 billion on original programming in 2018 — Netflix has redefined the way films and television shows are made as well as the ways audiences are consuming them. During the company’s latest earnings call,

the new streaming service will be “the biggest priority of the company during calendar 2019, ” underscoring how crucial it will be to the company’s long-term strategic success. Verge Play

That said, while Disney has a tremendous library of content to pull from across its long history, moving everything to the service will be a multistep, gradual process. The original content will be exclusive to the service, of course, but existing deals — like the estimated $200 million

from being the exclusive home of all things Disney-related for years to come. Disney is also taking a financial hit for the deals it

, which is thought to have been worth around $300 million annually to the studio.

Disney seems well aware of both the transition it faces and the perception problem it could have when launching a service that isn’t a one-stop shop for everything the company’s various brands have to offer. One way it plans to combat that is via pricing: Iger is already stating that this new service will

reporting that the tentative name of the service was “Disney Play.”

Verge Play , writing that the name was “incorrectly cited.” This article has been updated accordingly throughout.

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