The Walt Disney Company is planning a significant transformation for its Disney+ streaming service, introducing features that will allow subscribers to create their own content using artificial intelligence and engage with new gaming experiences. The changes, described as the most substantial since the platform's 2019 launch, aim to deepen user engagement and redefine the streaming experience.
During the company's latest earnings call, CEO Bob Iger outlined a future where viewers are not just passive consumers but active creators within the Disney universe. This strategic shift comes as the company reports a healthy growth in subscribers and prepares for a major increase in content investment.
Key Takeaways
- Disney+ is introducing generative AI tools for users to create their own short-form content.
- New gaming and "game-like features" will be integrated into the platform, stemming from a partnership with Epic Games.
- CEO Bob Iger emphasized the need to protect Disney's intellectual property while enabling user creativity.
- The announcement coincides with Disney+ adding 3.8 million subscribers and plans for a $1 billion increase in content spending in 2026.
A New Vision for Streaming
Disney is set to overhaul its flagship streaming service with what CEO Bob Iger called the "biggest and the most significant changes" from a product and technology standpoint. This evolution moves beyond a simple library of films and series, venturing into interactive entertainment.
The plan involves two major pillars: the integration of generative artificial intelligence and the introduction of gaming elements. According to Iger, these additions are designed to provide a "much more engaged experience" for the platform's millions of subscribers worldwide.
The Competitive Landscape
The streaming market has become increasingly crowded, pushing companies like Disney to innovate beyond traditional content delivery. By incorporating interactive elements like gaming and user-generated content, Disney aims to increase the time users spend on the platform and create a more compelling value proposition to reduce subscriber churn.
AI Puts Creative Tools in Users' Hands
One of the most forward-looking aspects of the announcement is the plan to empower users with AI-driven creative tools. Subscribers will soon have the ability to generate their own short-form content using Disney's vast library of characters and worlds.
"The other thing that we’re really excited about, that AI is going to give us the ability to do, is to provide users of Disney+ with a much more engaged experience, including the ability for them to create user-generated content and to consume user generated content — mostly short-form — from others," Iger stated during the call.
This move suggests a future where fans can create their own mini-stories or scenes featuring beloved characters, effectively building a social, creative layer on top of the existing streaming service. While details are still emerging, the concept positions Disney+ as a potential competitor to creative platforms, not just other streaming services.
Protecting the Magic Kingdom
While fostering creativity is a key goal, Disney remains protective of its valuable intellectual property (IP). Iger confirmed that the company has had "productive conversations" with unnamed AI firms to develop these tools.
He stressed that any agreement would need to "reflect our need to protect the IP." The challenge will be to provide users with meaningful creative freedom without allowing iconic characters like Lilo & Stitch or Elsa from Frozen to be used in inappropriate or brand-damaging ways. This will likely require sophisticated content moderation and carefully designed AI guardrails.
Gaming Comes to Disney+
In addition to AI-powered creation, Disney is leveraging its partnership with Epic Games to bring gaming directly to the streaming platform. Iger mentioned the rollout of "a number of game-like features" that will be integrated into the service.
Strong Subscriber Growth
The strategic shift was announced on the back of positive financial results. Disney's streaming division saw its profits grow, with Disney+ alone adding 3.8 million subscribers in the most recent quarter. The company also plans to increase its content investment by $1 billion in 2026 compared to 2025.
This initiative blurs the lines between streaming and gaming, two of the world's largest entertainment sectors. While the initial offerings may be simple, the long-term vision could see Disney+ become a hub for interactive experiences tied to its major franchises, from Marvel to Star Wars.
A Strategic Move to Boost Engagement
These technological advancements are part of a broader strategy to solidify Disney's position in the highly competitive entertainment industry. By offering unique, interactive features, the company hopes to not only attract new subscribers but also retain its existing base by providing experiences unavailable on other platforms.
The combination of passive viewing, active creation, and interactive gaming could create a powerful ecosystem that keeps users engaged for longer periods. As Disney invests heavily in new content and technology, the future of Disney+ appears to be one where the audience is no longer just watching the story—they are a part of it.