Disney has launched ESPN Unlimited, its first standalone streaming service, priced at $29.99 per month. The new app offers sports fans access to nearly 50,000 live events annually, including major leagues such as the NFL, NBA, MLB, and NHL, without the need for a cable subscription. The service features personalized content, including a customizable version of "SportsCenter," fantasy tracking, short-form highlights, and integrated sports betting tools through ESPN BET. ESPN chairman Jimmy Pitaro described the launch as a potential industry-shaping moment, targeting consumers moving away from traditional cable. In September, Disney plans to introduce a second streaming bundle combining ESPN Unlimited with NFL Plus, which includes NFL Network and NFL RedZone, priced at $40 per month. This move comes amid a decade-long decline in ESPN's cable subscriber base, which has dropped by 40 million, resulting in an estimated $10 billion annual revenue loss. The new direct-to-consumer app aims to recapture audiences by delivering comprehensive sports programming and enhanced features outside the traditional pay-TV model. Additionally, Disney is promoting bundled offers that include ESPN, Disney+, and Hulu to attract a broader entertainment audience.