• by Wayne Friedman , Staff Writer, February 12, 2025

For many, Walt Disney seems like the only major legacy TV-based company to have a shot -- a long shot -- in competing with Netflix.

In this regard, analysts are thinking a major blockbuster acquisition could be the thing: Roku, the streaming video distributor.

The premise is that Roku holds a substantial market share of U.S. streaming devices that could give Disney an immediate connection with a large user base -- nearly 85.5 million monthly active users, who come with valuable user data.

Also consider Roku’s size when it comes to Disney's need for promotion and advertising content for wide-reaching original and owned content.

Yes, there could be potential regulatory concerns with a deal like this. But perhaps less so now in the Trump Administration than in the previous administration.

Disney would also gain access to Roku’s ever-stronger demand-side platform (DSP) and a supply-side platform (SSP).

Roku also partners with other major DSPs including Yahoo DSP, The Trade Desk, and Google Display & Video 360, as well as Roku's SSP partners with other leaders -- Magnite and FreeWheel.

Producing enough content remains an issue, however -- as well as convincing consumers about the depth of Disney's content -- as Netflix continues to grow scale with a heavy $15 billion or so in annual TV/movie production.

For its part, Disney is still figuring out ways to navigate where that content goes -- still needing to spend on linear TV networks that are still profitable and have better reach than many streamers, as well as viewership. At the same time, it also needs to support its streaming platform, with Disney+, Hulu, and ESPN+.

Significantly, Disney looks to keep viewers from leaving its Disney+ streamer and going elsewhere to other streamers. This is something Netflix has mastered, where viewers seemingly choose -- and stay on Netflix -- much longer than other streamers.

And of course, Netflix still offers viewers the ability to watch an entire new season of a series in one go. Disney? Not so much.

Disney also needs to least attempt to copy what Netflix does globally -- producing much more original content in many markets.

Disney has been ramping up efforts this in key markets such as Europe, Africa, and Asia.

What else does it need? Perhaps a few major streaming hits?

Oh yeah .. Netflix has a lot of those as well.