Disney Unveils 'Technology Convergence Strategy' at CES 2026

Pursuing Media Dominance Through AI, Live Content, and Immersive Experiences

The Century-Old Content Empire Presents Next-Generation Growth Drivers at the "Crossroad of Storytelling and Technology"

January 2026 | Las Vegas

As the Netflix-Warner Bros. merger signals a seismic shift in the streaming industry, The Walt Disney Company has unveiled its own survival strategy.

At CES 2026, the world's largest technology exhibition, Disney presented a comprehensive future vision integrating AI, live content, and immersive experiences—declaring its transformation from a mere content company into a 'technology-converged media platform.'

The key phrase Disney has chosen for this strategy is 'The Crossroad of Storytelling and Technology.' The vision is to combine a century of accumulated IP assets and storytelling capabilities with technological innovation, building a differentiated ecosystem that competitors cannot easily replicate.

Strategy 1: Advancing Revenue Models Through AI-Powered Advertising Technology

At the 6th Global Tech & Data Showcase held at the Cosmopolitan Hotel's Chelsea Theater, Rita Ferro, President of Global Advertising, unveiled AI-based advertising solutions. The centerpiece is a Video Generation Tool specialized for ad production.

This tool learns brand assets and guidelines to automatically produce CTV (Connected TV) ads, optimizing creative versions in real-time based on audience and context. For advertisers, this means dramatically reduced production costs and time while enabling mass production of highly targeted, customized advertisements.

Strategic Implications: As the ad-supported streaming (AVOD/FAST) market experiences rapid growth, Disney is deploying a dual strategy of maximizing ad inventory value through AI technology while lowering barriers to entry for advertisers. Combined with the expansion of Disney+ ad-supported tiers, this is expected to become a key lever for profitability improvement.

Strategy 2: Monopolizing 'Cultural Moments' Through Live Content

Adam Monaco, Executive Vice President of Sales, identified the key media industry trend for 2026 in his C Space Studio interview as 'the shift from Personalization to Moments.'

"The focus of marketing is shifting from 'who that person is' to 'what's happening around that person right now.'"

From this perspective, Disney's greatest weapon is ESPN. Capturing 33% of all U.S. sports impressions in 2025—a 13-percentage-point lead over the second-place player (approximately 20%)—ESPN is virtually the only platform capable of creating 'watercooler moments' where mass audiences gather simultaneously in a fragmented media environment.

Strategic Implications: As algorithm-based personalization becomes ubiquitous, the scarcity value of 'shared experiences' has paradoxically increased. Disney's strategy is to maintain advertising premiums and secure platform differentiation through the irreplaceable asset of live sports broadcasting rights.

Strategy 3: Expanding the IP Ecosystem Through Immersive Experiences

Disney is also accelerating its immersive strategy, blurring the boundaries between digital and physical experiences.

LEGO SMART PLAY: This interactive play system, born from a partnership with the LEGO Group, incorporates more than 20 patented technologies. With Star Wars IP as its first launch partner, it presents a new play experience combining physical block play with digital technology.

3D-Printed Theme Parks: In collaboration with Disney Accelerator alumnus Haddy, 3D-printed canoes have been introduced to Disneyland's Jungle Cruise attraction. This signals the digital transformation of theme park production processes.

Strategic Implications: Disney's competitive advantage lies not in a single platform but in an IP ecosystem connecting films, streaming, theme parks, and merchandise. Immersive technology aims for a multiplier effect by expanding touchpoints within this ecosystem while simultaneously increasing consumer dwell time and spending.

"There Are Things AI Cannot Scale"

While unveiling an array of technology strategies, Disney executives also made clear their wariness of technological determinism.

Monaco emphasized that "the most underrated thing in our industry is relationship":

"There are things AI cannot scale. A single conversation, a relationship with one person. Building trust, driving renewals and major sponsorships, creating more creative environments with brand partners—these remain essential even in the age of technology."

Tony Donohoe, Executive Vice President of Ad Platforms, also reaffirmed Disney's differentiated position, stating, "The combination of technological depth and storytelling sensibility—this is something only a very few companies can deliver."

Conclusion: Setting a New Standard for Content Companies' Technology Transformation

Disney's CES 2026 announcement goes beyond a simple product launch, presenting a strategic blueprint for how legacy content companies can survive and grow in a rapidly changing media industry.

The core is threefold. First, leverage AI to secure efficiency and scalability in the advertising business. Second, maintain platform differentiation and advertising premiums through the irreplaceable asset of live content. Third, expand physical and digital touchpoints of the IP ecosystem through immersive technology.

While Netflix accelerates vertical integration through its Warner Bros. acquisition, Disney is redefining its competitiveness through a different path: technology convergence. Industry attention is focused on whether this strategy, chosen by a media empire with a century of history, can open a new chapter in the streaming wars.