Disney-owned ESPN is launching a new direct-to-consumer (DTC) streaming app on August 21, 2025, marking the first time the network will offer its full range of sports programming outside of traditional pay TV. The app, priced at $30 per month, will feature nearly 50,000 live sports events annually, including major leagues such as the NFL, NBA, MLB, and NHL. It integrates multiple features designed to enhance user engagement, including AI-personalized content, a TikTok-style video feed customized for fans, integrated sports betting, fantasy sports, and shopping. The platform will also allow viewers to watch up to four games simultaneously and will include an AI-driven feature that mimics the voices of TV anchors. ESPN Chairman Jimmy Pitaro described the launch as "the first inning" of a broader streaming strategy, emphasizing the company's long-term commitment to the platform. To promote the new service, ESPN has planned an extensive marketing campaign featuring brand collaborations, immersive activations, digital experiences, and appearances by personalities such as John Cena. Additionally, Disney has introduced an ESPN Unlimited Bundle that includes the new ESPN app, Disney+, and a special offer providing Hulu free for the first 12 months, aiming to attract sports fans and reduce subscriber churn across its streaming services.