Disney’s approach to windowing has been shifting - and recent moves suggest a more consistent framework is finally settling in.
Movie Tracker reveals, through an analysis of Disney releases in the US across both ends of the box office spectrum, how the studio has experimented with release windows since 2021. From stretching the time to Disney+ for bigger titles, to speeding up digital access for under-performers, the strategy has flexed across the slate.
2021’s ‘Avatar: The Way of Water’ was the first major title to delay its Disney+ debut beyond the standard three-month window, instead waiting almost six. In 2023, ‘Indiana Jones and the Dial of Destiny’ attempted similar timing, despite a more modest theatrical run.
At the other end of the scale, ‘Amsterdam’ arrived on both TVOD and Disney+ just a month after release. ‘The First Omen’ did the same in 2024, with a slightly longer gap. These quicker drops point to Disney’s ability to respond quickly when a title has run its course at the box office.
Other films sat somewhere in between. 2022’s ‘Guardians of the Galaxy Vol. 3’ followed a steady pattern - TVOD at two months, Disney+ a month later. This reflected the standard approach at the time. ‘The Creator’, from the same year, followed a similar path but landed slightly earlier in response to its weaker performance.
Since then, a new pattern has emerged. 2024’s ‘Inside Out 2’ signals this shift. Its release window - PVOD at just over two months, followed by Disney+ a few weeks later - is now being used as the model for much of Disney’s 2025 slate.
While Disney led the charge into PVOD with Premier Access in 2020 and 2021, the initiative was paused and not revisited for several years - even as competitors embraced the format. Now, with titles like ‘Inside Out 2’, Disney is not only back in the PVOD game but pushing the window out far beyond the standard 45-day mark. Most of Disney’s current slate, including its biggest 2025 hits like ‘Lilo & Stitch’, ‘Fantastic Four: First Steps’ and ‘Captain America: Brave New World’ now take more than two months to reach PVOD.
The time to Disney+ has also been pushed out, creating a longer period of exclusivity for both theatrical and PVOD windows. For family films in particular, which are likely to encourage repeat viewings, digital purchases or rentals are a huge opportunity - helping Disney maximise value from each stage of release.
As Disney heads into 2026, its approach to windowing appears more defined. After years of experimentation, a new, measured strategy is in place - one that balances theatrical longevity with digital revenue and long-term audience engagement. More than any other studio Disney has sought to replicate this timeline across international markets, helped by the widespread availability of Disney+.
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