Avengers: Infinity War

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Disney's forthcoming streaming service finally has a name.

CEO Bob Iger revealed on a company earning's call that it will be called Disney+. The name aligns with the company's sports-focused streaming service, ESPN+, which launched earlier this year.

Iger also revealed new details about the platform, which is on track for a late 2019 launch. Content on the service will live on five branded hubs: Disney, Marvel, Star Wars, Pixar, and National Geographic. Each of those hubs will have its own look and feel and user experience.

That is a stark contrast to Netflix, which has the same user experience across categories.

"We're going to superserve fans," Iger said, adding, "There’ll be an elegance to it, and an ease of use."

Iger also used the call to confirm a Loki-centric Marvel series and announce a new live-action Star Wars series based on a "Rogue One" character.

With Disney+ more focused on family-friendly fare, the company is planning beef up adult-targeted content for Hulu (which it now has majority control of following Disney's acquisition of Fox).