Disney Chief Strategy Officer Kevin Mayer confirmed the news, insisting that the House of Mouse's plans were "pro-Disney" rather than "anti-Netflix", the Wall Street Journal reports.
Yet, despite the millstone of ESPN around the company's neck, Disney CEO Bob Iger put a sunny face on the financials insisting that things are looking up.
While the more grounded Marvel shows under the Disney umbrella do not need a massive budget, Star Wars is a different animal with large ships, lightsabers, and ground and space battles. "It will be substantially below Netflix because we'll have substantially less volume".
Having also made a decision to pull Marvel and Lucasfilm movies off Netflix, the moves signal that Disney is not afraid to draw upon its vast well of intellectual property to lure in new subscribers.
Details are understandably scarce at this early stage - we just know that it will be an original series drawn from Marvel's vast realm of superheroes.
Disney is convinced that we're all going to make the migration though - so convinced that they are apparently spending over $300 million a year on this endeavour.
The news helped Walt Disney shares reverse a slide in extended trading Thursday.
Iger adds many digital TV providers, like YouTube TV, have been spending a far amount of advertising on TV sports, most recently YouTube TV advertising on the World Series.
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