He said the long list of companies like Disney and Apple that are challenging established services such as Netflix and Hulu is the result of executives having their “ah-ha moment” that disruption is here to stay.

“It’s not a speed bump,” Iger said at the Wall Street Journal’s Tech Live conference in Laguna Beach, Calif. on Tuesday. ”This is a dramatic shift in the way people consumer entertainment information.”

Disney will charge $7 monthly or $70 annually for its new streaming service, which will include movies from the Marvel superhero universe, Pixar, Disney, as well as Star Wars. 

Here’s what Iger said streaming fans can expect.

1. Mickey Mouse memories

Iger broke news on Tuesday by saying that “Mickey Mouse through the ages” will be its own category on Disney+. That means Mickey Mouse fans will be able to watch cartoons and movies featuring the iconic mouse across the decades.

2. Nixing Netflix

Netflix will be banned from running ads on Disney+. While that may come as no surprise considering that market leader Netflix is a rival, the new Disney service will, however, let Apple and Amazon run their ads.

The reasoning, according to Iger, is that Amazon and Apple sell products in addition to their streaming services. Netflix, of course, only sells Netflix.

3. Creativity over algorithms

Disney+ also won’t chose which shows to produce based largely on algorithms—something the competition is known for doing, said Iger. When it comes to telling the stories of people, basing creative decisions on algorithms is a “mistake,” said Iger. They company will start with 25 original series and a library of favorites. While Disney will monitor performance, and use algorithms to recommend entertainment based on user preference, it won’t solely rely on data to drive what it creates, Iger said.

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—Spotify saved the music industry. Now what?
—Scorsese and Coppola’s Marvel disses reopen old debates about movies and “cinema”
—How Comedy Central grew up to hold its own against Netflix
—Streaming wars will cost Netflix another $2 billion
—Disney+ reveals its slate of feel-good unscripted fare
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