Disney’s latest strategy in the streaming wars might come down to banking on the old-school appeal of linear TV. 

According to a report published two days ago by The Information, the media giant could be planning to expand its Disney+ platform with the addition of 24×7 channels focused on select brands under the Disney umbrella—including Marvel, Star Wars, Pixar and maybe even a throwback channel dedicated to the Mouse House’s many classic animated films.

In the same vein as cable TV and many of today’s FAST services, the appeal of these live channels would rely on removing the burden of choice for subscribers, while also prompting more content discovery. And it’s likely that this model would carry ads, in addition to requiring a Disney+ subscription for access.

There’s been no official confirmation of this strategy from Disney, but it would certainly align with some broader trends in the streaming landscape, from Netflix bringing live programming to its platform, to the continued growth of FAST channels. It’s also a tactic that Disney has implemented before, with live channels on its ABC app, for example. 

Even looking at other major players in the streaming market, Paramount+ has live channels, including content from Nickelodeon, CBS and MTV; and Amazon also offers them on its Freevee AVOD service.

The news of this rumored Disney+ expansion arrives on the heels of CEO Bob Iger confirming Disney’s foray into password-sharing this summer as part of its goal to reach DTC profitability by the end of this year.