WALT DISNEY CO. is seeking to bring its ESPN sports brand to Asia, stepping up efforts to expand in one of the world’s fastest-growing streaming markets.

The company aims to add more live sports to Disney+ and gradually roll out ESPN across Asia, Luke Kang, president of Disney Asia Pacific (APAC), said in an interview. Launch timing will vary by market, he said, as sports rights and fan bases differ by country. Disney introduced ESPN on Disney+ in Australia and New Zealand earlier this year, the sports streaming brand’s first presence on the platform in the region.

“Our long-term goal is to integrate ESPN into the platform as we do in other parts of the world and eventually become a premier destination for sports,” Mr. Kang said on the sidelines of the Disney APAC Content Showcase in Hong Kong. “We’re constantly looking at all of the sports rights to see what timing is appropriate to launch ESPN.”

Sports streaming has become a key battleground for US media companies vying for global growth. Rivals are also striking deals in Asia, where domestic platforms dominate live sports coverage. Amazon.com, Inc.’s Prime Video secured rights to stream Major League Baseball games in Japan through a partnership with South Korean broadcaster SPOTV, while Netflix, Inc. plans to stream the 2026 World Baseball Classic exclusively in the country. Disney is now weighing new licensing deals and sports events in Japan and Southeast Asia, Mr. Kang said.

Since rolling out Disney+ in major Asian countries four years ago, Disney has shifted its streaming strategy from local content investment in various Asian markets to a more selective focus on quality and cross-border hits. The company has scaled back production in Southeast Asia and merged its India business with Reliance Industries Ltd.’s entertainment business entity to create joint venture JioStar.

Disney+’s regional focus now centers on Korean dramas and Japanese animé, which have proven appeal across Asia and in Western markets. As part of that strategy, Disney recently integrated CJ ENM Co.’s platform Tving into its app in Japan, a move Mr. Kang said reflects the company’s openness to potential partnerships.

Disney+ is currently the third-largest streaming platform in Asia and is projected to end 2025 with 19 million subscribers and $1.4 billion in revenue across the region excluding India and China, according to Media Partners Asia.

“Disney+ is entering its second phase of streaming growth in Asia-Pacific,” said Vivek Couto, executive director at Media Partners Asia. “Engagement remains anchored by US franchises and children’s content, but local produc-tions — notably Korean dramas, thrillers, and Japanese animé — are driving consumption and brand affinity.” — Bloomberg

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