Six months into ESPN’s direct-to-consumer journey, the focus is firmly on meeting fans where they are — and redefining how they experience sports along the way.
In this Q&A, John Lasker, SVP, ESPN Direct-to-Consumer, shares how delivering broader access, launching an enhanced ESPN App, and unifying ESPN’s DTC strategy are setting the foundation for long-term growth, deeper engagement, and greater value across The Walt Disney Company’s streaming ecosystem.
Six months in, what are the milestones you’re most proud of, and why do those matter for ESPN’s long-term growth?
The biggest milestone is that we delivered on something fans have been asking for — access to ESPN in more ways than ever before — while launching an enhanced app experience that truly elevates how fans engage with sports. The launch itself went incredibly smoothly thanks to the work of thousands of people across ESPN and The Walt Disney Company, and we’ve seen strong validation in how fans are showing up and engaging.
Just as important, we’ve proven that one unified direct-to-consumer strategy with two plan options (Unlimited and Select) gives fans optionality without losing the core ESPN experience. That foundation is critical for our long-term growth because it allows us to keep evolving the product while staying focused on serving sports fans anytime, anywhere.
How are you defining “success” at this stage: reach, engagement, retention, customer satisfaction, or something else — and which leading indicators are you watching most closely right now?
Success isn’t one single metric — it’s a combination of many including reach, engagement, and how often fans come back to the product. We’re looking closely at how fans are activating their access, how frequently they’re using the app across devices, and how they move from one sport or season to the next.
What’s encouraging is that we’re seeing strong engagement across live events, features, and adoption of the Bundle with the ESPN Unlimited Bundle plan, Disney+ and Hulu. The strategy is resonating, and the goal right now is to continue building habits so that fans see ESPN as a year-round destination, not just something tied to one specific season or event.
The enhanced ESPN App introduced more personalization and new viewing experiences. Which features have fans responded to most strongly so far, and what feedback has surprised you?
Live events are still at the heart of everything, but the way fans experience those events has really evolved. Multiview has been incredibly popular, and fans are leaning into features like stats, key plays, fantasy and betting integrations, and personalized content experiences like SC For You and Verts that make using the app more interactive.
It’s exciting to see fans adopt the broader feature set as part of their routine. It’s not just one feature; it’s the ecosystem working together. That’s also opened the door for us to keep innovating around the game itself — things like deeper personalization and new experiences that only make sense inside the ESPN App environment.
What unique role does ESPN play alongside Disney+ and Hulu in driving value for the whole company?
Sports bring a different kind of energy and urgency — they’re live, they’re communal, and they drive consistent engagement throughout the year. With ESPN alongside Disney+ and Hulu, you’re creating a bundle that delivers sports, entertainment, and family programming in one place, which is incredibly compelling for fans and for the company. In fact, roughly 80% of subscribers to the ESPN Unlimited plan access the service through a bundle, which reinforces how important that ecosystem approach has been from the start.
We’ve seen that combination resonate because it gives consumers flexibility and expanded value while strengthening the overall Disney ecosystem. ESPN helps bring fans in more frequently, and together the three services create a more complete offering than any single product could deliver on its own.
Looking ahead, what most excites you for the next chapter for ESPN DTC?
What excites me most is how much runway we still have. We’re continuing to bring new programming, new features, and new distribution opportunities into the product — from innovations in the app experience to upcoming additions like NFL Network and deeper personalization.
We’re also focused on making sure more fans can access ESPN the way they want, whether that’s through direct subscriptions, bundles, or authentication with partners. Every step forward gives us another opportunity to learn, evolve, and continue building something that serves sports fans even better.
At the one-year mark, what do you hope we will be talking about in relation to ESPN DTC?
I hope we’re talking about how the product has continued to mature with more fans activated in the ESPN app, that personalization feels even more seamless, and that the value of the ESPN Unlimited plan is clearer than ever.
We’ll also continue to listen to fan feedback and expand what they can do inside the app — whether that’s new features, new content opportunities, or deeper integrations that make ESPN the best place to watch and engage with sports.
