Walt Disney Co. will launch its direct-to-consumer streaming service ESPN+ on April 12.

The Burbank entertainment and media giant is offering live sports, original content, exclusive studio shows and a library of on-demand programming for $4.99 a month.

Kevin Mayer, chairman of the direct-to-consumer and international division of Disney, called the launch of ESPN+ the beginning of a new era for the company’s media businesses.

“This new product reflects our direct-to-consumer strategy focused on combining our beloved brands with our proprietary, industry-leading technology to give users unparalleled access to our world-class content,” Mayer said in a statement.

The streaming service uses the platform developed by Bamtech, a unit of the direct-to-consumer and international division of Disney.

The announcement of the start date was made Monday. On Tuesday, shares in Disney (DIS) closed up 75 cents, or less than a percent, to $99.41 on the New York Stock Exchange.