Disney is considering integrating shopping and gaming experiences into its Disney+ streaming service, as reported by Variety. Rita Ferro, Disney's president of advertising sales, expressed the company's interest in expanding advertising possibilities by exploring additional opportunities and features for its streaming platform.

"The world of advertising experiences on [advertising-based video on demand] is an important place to be involved in," Ferro said, adding that a presentation scheduled for January 10 in Las Vegas will provide further insights into the company's vision.

Competition in the streaming ad space is escalating. Amazon is set to launch an ad-supported tier for Prime Video subscribers in early 2024, while Netflix is venturing into new territories, exploring offers to viewers via QR codes and content-specific sponsorships.