Disney has made a pretty big shift in their content release schedule in the past week. From now on, all Disney+ original content will premiere on Wednesdays instead of Fridays.

This is in response to the massive success of the Loki series on Disney+, which release on a Wednesday instead of Friday. This model will only apply to Disney+ series, so if there were ever an original D+ Star Wars film, this model would not apply.

According to THR and their sources, this change is meant “to accommodate the increased volume of original content on Disney+.” This also shifts Disney+ releases away from the Friday release schedule for new Netflix content, so perhaps the move also looks to reduce competition for consuming new content on release days.

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