Disney has momentum in streaming and its leaders are looking for ways to further close the gap with Netflix in the battle for attention.

Since the launch of Disney+ in 2019, Disney’s direct-to-consumer business has gone from a promising but expensive project to a profit driver.

CEO Josh D’Amaro is making streaming a priority by investing in technology like AI-generated advertising tools for Disney+. He also named television chief Dana Walden as the company’s first chief creative officer and named Adam Smith and Joe Earley as co-presidents of the DTC business.

Business Insider recently published organizational charts showing who reports to D’Amaro and Walden, and we have new details about who is helping lead their streaming strategy, including key product and technology executives.

Smith, who is also head of technology and product at Disney Entertainment, joined the company in September 2024 from YouTube. He has eight direct reports, including Andre Rohe, executive vice president of product engineering at Disney.

Smith has delivered a number of key updates to streaming staff, including clarity on its “super app” ambitions, news of a restructuring of its streaming data and commerce teams, and a progress report on Disney+’s AI advertising tool, which the tech chief said in a recent meeting is “one of the clearest areas where we’re really gaining traction.”

Rohe has helped Disney’s tech staff better understand the company’s AI goals, even saying that employees should not “tokenmaxx” or use AI tools regardless of how productive they are.

Disney’s position in the streaming war

Disney’s streaming services have gained ground in 2026, reaching its highest percentage of monthly television audience in almost three years in March before recording its best month against Netflix in almost a year, according to Nielsen data in the United States. The slight uptick comes after Disney’s streaming viewership had stagnated for years.

Disney+ and Hulu have become profitable thanks to a large base of loyal and engaged subscribers. Disney made $582 million in streaming revenue last quarter, and while the company no longer discloses its subscriber numbers, it had 196 million subscriptions at the end of September 2025.

Despite a steady stream of price increases, Disney+ and Hulu have the lowest cancellation rates in the business besides Netflix. Less than 4% of customers for those services dropped out in May, according to data firm Antenna.

To further drive engagement, D’Amaro is bringing together Disney+ and Hulu to create a one-stop shop for streaming, as he looks to use resources more efficiently. The Mouse House’s flagship streamer is also betting on short-form video, as are Peacock, Netflix and Paramount+.

To better understand Disney’s technology and product strategy, Business Insider is publishing parts of Disney’s internal broadcast org chart, based on screenshots submitted by an employee.

Below are the full org charts showing Smith and Rohe’s direct reports, according to Disney records.

Here are the direct reports of Smith, Disney Entertainment’s chief technology and product officer, in alphabetical order by name:

Here are the direct reports of Andre Rohe, executive vice president of product engineering at Disney, in alphabetical order by name:

Do you work for Disney or do you have a tip? Contact this journalist by email at jfaris@businessinsider.com or Signal on jamesfaris.01.