Shares of the world's biggest entertainment company were down 6 percent in premarket trading on Wednesday, a day after Disney said it would stop providing new movies to Netflix starting in 2019.
"With best in class copyrights and brands, and with IP rights to a plethora of sports content, it seems management has decided to play offense," Evercore analysts wrote in a client note.
The company's entertainment empire stretches from Disney and Pixar animation studios, home to blockbusters such as Frozen and Jungle Book, to Star Wars producer Lucasfilm and Marvel - the studio behind Iron Man and Spider-Man. It also includes theme parks, resorts and ESPN.
The plan to go online marks an aggressive stance even as the company struggles with subscription losses as users defect to online streaming services such as Netflix and Time Warner Inc's HBO.
Disney said the new services would be based on technology provided by video-streaming firm BAMTech, in which the media company is increasing its stake to 75 percent by paying $1.58 billion.
While most analysts said the move was encouraging, it is expected to affect results in the near term.
"This may initially create angst with investors as DIS gives up a 'bird in the hand' from Netflix (easily $100+mm per year), invests in BAMTech, content and probably accelerates pay TV subscriber declines," RBC Capital Markets analysts wrote in a client note.
Disney's 2019 slate of movies such as Frozen 2 and Toy Story 4 will not be available to Netflix subscribers, but other Disney-produced content such as the Marvel Defenders series will stay with Netflix.
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