Disney heats up the rivalry with Netflix ahead of streaming service launch

Disney is rejecting Netflix ads across its portfolio of channels.

The Wall Street Journal reported that Disney originally wanted to ban all adverts for rival streaming companies across its networks, ahead of the launch of its own streaming service, Disney+.

But, compromises were found, according to the report, based on "mutual business and advertising relationships", leaving just Netflix in the cold.

It's still common to see adverts for streaming services air on commercial channels such as ITV and Channel 4 despite the increasing competition - but even here in the UK, the bigger broadcasters are slowly moving away from selling their content to Netflix in favour of boosting their own services.

Meanwhile, Disney is still in dispute with Amazon over the financial terms offered for its apps on the Fire TV platform, meaning the new Disney+ service is unlikely to materialise on Fire TV sticks for the time being.

Disney+,with its portfoilo of content from the likes of Marvel, Pixar, National Geographic, the Star Wars franchise and its children's programmes, is seen as one of the biggest threats to Netflix's dominance in the streaming TV market.