With ad dollars under pressure and streaming competition at a peak, Disney pulled out all the stops at its 2025 Upfronts in New York on Wednesday (AEST), unveiling a slate of new content, tech innovations and a long-anticipated direct-to-consumer ESPN streamer.
Even CEO Bob Iger turned up, his second year running, underscoring the strategic weight behind the showcase.
In true Disney fashion, the event had the polish of a premiere and the bite of late-night. Longtime Upfronts host Jimmy Kimmel returned with his usual roast: “Bob doesn’t care if this whole room turns into Avengers: Endgame dust.”
But beyond the gags, the message was clear: Disney is doubling down on what it sees as its winning trio: premium content, first-party data, and a growing arsenal of ad tech.
Jimmy Kimmel
Star power and storytelling
Talent was front and centre. FX’s breakout hit The Bear served up a fresh Season 4 trailer, introduced by stars Ayo Edebiri, Ebon Moss-Bachrach and Jeremy Allen White.
ABC’s fall schedule might be light on new dramas: with 9-1-1: Nashville being the lone addition, but Disney compensated with big names: Tim Allen (Shifting Gears), Timothy Olyphant (Alien: Earth), Charlie Cox (Daredevil: Born Again), and Ryan Murphy’s latest Hulu legal drama All’s Fair, introduced by Kim Kardashian, Glenn Close and Sarah Paulson.
ESPN streamer gets a name (and a price tag)
Ahead of the Upfronts, ESPN held its own presser to formally introduce its direct-to-consumer app.
The name? Simply ESPN.
For $29.99/month (or $35.99 bundled with Disney+ and Hulu), subscribers get access to all ESPN channels and ESPN+ content in one place. A promo bundle offers 12 months at the lower price.
“Why build a new brand when we already have one that means the mos
t to fans across every generation?” said Tina Thornton, ESPN’s EVP of Marketing.
ESPN Chairman Jimmy Pitaro declined to forecast user numbers, but confirmed the platform will include pass-through ads from linear, as well as connected TV exclusives.
Beyond ads, Disney is exploring integrations around fantasy, betting and shopping (yes, really) which could be spun into cross-platform sponsorships, said Ad Sales President Rita Ferro.
“How do we take [linear sponsorships] to a multi-platform experience… and still activate around traditional models advertisers want to be part of?,” she said.
Disney Ad Sales President Rita Ferro
Tech that talks to fans and advertisers
Ferro also announced the launch of Disney Experience Composer, a tool designed to help brands tweak campaigns using real-time insights.
There’s also Compass, a data collaboration platform first revealed at CES – the company’s annual tech and data showcase held in January – which lets advertisers plug into Disney’s audience segments for sharper targeting.
Personalisation was a major theme, with Disney expanding its AI toolset: Disney Select AI Engine auto-builds audience segments, while Magic Words uses AI to match ads with relevant emotional beats in content (think: tailoring spots during a nail-biter game or a tearful Oscars monologue).
Programmatic access to Disney’s live sports inventory, through Google’s DV360, The Trade Desk and Yahoo, is also expanding.
Disney CEO Bob Iger
Sports as the sledgehammer
Live sport, particularly women’s sport, was framed as a major growth driver.
“ESPN is true to women’s sports, not new to women’s sports,” said sports writer Elle Duncan.
“Our commitment is fueling the growth of ESPN. Last year, fans spent 54% more time watching and that includes the WNBA, college basketball, gymnastics, volleyball and tennis.”
In a move proving the company is putting its money where it’s mouth is, Disney+ will debut a new sports studio show (featuring Duncan) Vibe Check in June.
The all-female-led format promises fresh takes, athlete-driven storytelling, and a spotlight on the rising tide of women’s sport across codes and continents.
Locally, ESPN on Disney+ is already up and running. The dedicated sports hub launched in March for all subscribers in Australia and New Zealand, marking a key milestone in Disney’s global DTC sports play.
“The new home ground for sports entertainment,” is how Kylie Watson-Wheeler, Senior Vice President and Managing Director of The Walt Disney Company Australia and New Zealand and Head of ESPN Asia-Pacific described the offering. “We’re thrilled ESPN on Disney+ is now streaming for all subscribers in Australia and New Zealand,” she said.