Why DTC Marketers Should Pay Attention to Disney’s Bet on Linear TV
For years, industry conversation around linear TV has centered on its decline. It has often been described as a legacy format that no longer fits within a growth-focused strategy. CEO of Disney, Bob Iger once described linear TV as “marching toward a great precipice.”
Recently, Iger made it clear that Disney is not walking away from linear and sees strategic value in staying in the linear television business. As other media giants split their linear and streaming businesses apart, Disney is choosing integration instead.
For DTC marketers looking to balance reach, cost, and measurable performance, Disney’s decision is worth studying. It offers a useful reference point for how to approach media mix planning with scale and accountability in mind.
Linear TV and Streaming Are Being Treated as Complementary
Iger stated that as competitors spin off their traditional networks, Disney has a “stronger hand to stay in that business.” What makes this possible, according to Iger, is the ability to operate linear and streaming as one coordinated ecosystem.
Iger’s argument hinges on how linear and streaming reinforce one another. Disney’s structure allows it to amortize program costs and grow margins on the streaming side, thanks in part to the continued strength of its core networks. Networks like ABC, FX, ESPN, and Nat Geo are feeding content directly into Hulu and Disney+, extending the reach and performance of each piece of content. The networks remain profitable, both through advertising and subscription fees, and they serve a purpose in supporting the larger business. In his words, “the combination of both is actually a winning combination for us.”
For performance marketers, this approach is familiar. The most effective customer acquisition strategies often rely on a combination of platforms working together. Linear is not dead weight. It may not carry the same level of excitement as newer formats, but it remains an efficient and consistent way to reach certain segments. For brands focused on measurable outcomes, this is a reminder to consider how these platforms can work together, rather than in silos.
Media Industry Shifts Create New Considerations
Others are taking a different route. Comcast is spinning off its cable portfolio into a new company and Warner Bros. Discovery is separating its networks from its streaming and studio assets, both suggesting that linear is a legacy product and signaling a growing divide between traditional and digital assets at the corporate level.
Disney’s strategy stands apart. Linear may not drive growth alone, but in combination with streaming, it can create operating leverage, audience reach, and media efficiency.
And as larger buyers shift focus, the current environment could allow for better access to inventory, improved pricing, or new opportunities to test formats that had previously been less available.
The Role of Linear TV in DTC Is Still About Performance
While much of the narrative around linear has been framed in terms of brand awareness, there is still strong potential for direct response. Iger explained that Disney is now programming its networks and streaming platforms under one organization, which allows for more efficiency and a more complete view of the audience journey. It also enables better amortization of content costs and stronger alignment across business units.
This kind of integrated thinking should be familiar to DTC marketers. The focus is not on choosing one format over another, but on ensuring that each element of the media mix is contributing to performance goals. That includes consistent customer acquisition, strong returns on ad spend, and media that can scale with business growth.
A Practical Reminder to Reevaluate the Mix
Disney’s move does not mean linear is returning to its former dominance. Iger’s comments reflect a more measured, long-term view of linear’s role. Rather than discarding it, Disney is folding it into a broader strategic model.
For DTC marketers, the takeaway is straightforward. If a platform still brings in revenue, helps lower costs, and supports the performance of digital products, it deserves a place in the mix. The right role will vary by product, audience, and budget. But it is worth considering whether the format has been written off too early, especially in light of how it is being used by companies that are focused on revenue, efficiency, and margin growth.
This is a practical moment for marketers to revisit how each part of their media mix contributes to performance. Results often come from how channels work together, not from any single format alone. Marketers who lean into that mindset are more likely to build scalable, efficient acquisition programs that can flex with the market.
