The future of Disney Plus could involve AI-generated videos

Disney’s plans for the future of its streaming service may involve AI-generated videos. During an earnings call on Thursday, Disney CEO Bob Iger said the company is “really excited about AI,” adding that the technology could allow Disney Plus to provide viewers with the ability to “create” and “consume” short-form AI videos.

“There’s phenomenal opportunities to deploy AI across our direct-to-consumer platforms, both to provide tools that make the platforms more dynamic and more sticky with consumers, but also to give consumers the opportunity to create on our platforms,” Iger added. He didn’t elaborate on how this might actually work, but I’m just hoping that I don’t open Disney Plus one day and see a Sora-like stream of AI-generated clips.

Disney reported adding 1.5 million subscribers in the US and Canada during the fourth quarter of 2025, bringing its total in North America to 59.3 million. It increased prices across its plans last month.

Along with the potential for AI-powered video creation tools, Iger hinted at other ways Disney could expand its streaming app beyond just TV shows and movies. He said the company could integrate “game-like features” into Disney Plus through its partnership with Epic Games. Netflix has already made a big push into gaming, though it has since pulled some of the best indie games from its library and shut down the studio behind its Squid Game: Unleashed mobile game.

Iger also mentioned Disney Plus having a “opportunity for commerce,” allowing it to serve as an “engagement engine” for people looking to visit Disney’s parks, stay at its hotels, or go on its cruises.