Disney eyes a future where users help shape the story

Fans tired of waiting for the next Frozen sequel or the next chapter in the Star Wars saga may soon have new ways to engage with those worlds — by creating their own content using Disney’s IP.

That was the tantalizing hint Disney CEO Bob Iger dropped during an
earnings call
Thursday, as he described how the company is exploring ways to make the Disney+ subscription-based streaming service more interactive, and customizable for users.

While Iger stopped short of making any formal announcements, he suggested Disney is in discussions with artificial intelligence companies about tools that could allow subscribers to generate and share their own content built from Disney-owned stories.

“AI is going to give us the ability to provide users of Disney+ with a much more engaged experience, including the ability for them to create user-generated content,” Iger said.

Disney+ declined to offer additional details about what form these new creative tools might take or which tech companies were involved in the negotiations. Meanwhile, AI remains a concern in many parts of the entertainment industry, with many companies including Disney
engaged in lawsuits
against AI players for copyright infringement.

Iger acknowledged this tension. On the earnings call, the CEO said the company’s conversations with potential AI partners are focused on enabling new forms of fan engagement and guarding against uses that could dilute or misuse Disney IP.

“It’s obviously imperative for us to protect our IP with this new technology,” Iger said.

The trend towards increased interactivity 

Disney isn’t alone in trying to rethink the boundaries between audiences and the entertainment they consume.

At the recent
TechCrunch Disrupt
conference in San Francisco, Netflix’s chief technology officer, Elizabeth Stone,
offered
her own look at a future shaped by deeper user engagement.

“The future of entertainment is likely to be even more personalized, even more interactive, even more immersive,” Stone said during an on-stage conversation with TechCrunch editor-in-chief Connie Loizos.

In addition to games and social media videos, one of Netflix’s most talked-about experiments in this direction arrives next year: Stone said viewers of the classic talent competition Star Search
reboot
will be able to cast votes directly from their TVs or phones, influencing which contestants advance – or do not.

Younger audiences and deal-making climate drive quest for interactivity

This engagement layer sits on top of Netflix’s vast library of films and TV series. But platform leaders increasingly see passive watching as only part of the picture.

Younger audiences, especially Gen Z, are gravitating toward spaces where they can participate, remix and respond rather than simply watch. According to Deloitte’s 2025 Digital Media Trends
survey
, more than half of Gen Z respondents say social media content feels more relevant to them than traditional TV shows and movies. The research also points to the growing popularity of indie creators, and a change in consumer expectations around quality: Content doesn’t always have to be polished to be extremely popular, as some of the most-watched feeds on YouTube and TikTok prove.

At the same time, despite ongoing litigation, entertainment corporations are starting to get comfortable with the idea of
licensing content
to AI companies. One of the most high-profile in recent weeks is the licensing
partnership
between Universal Music Group and the AI music creation platform Udio.

“It shows that the AI companies can work with the creative community to come up with models that work for both of them,” Copyright Alliance CEO Keith Kupferschmid told NPR regarding this particular deal. “And I think we’re going to start seeing more and more deals come through because they realize they can do this and do it the right way.”

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