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Disney+ (pronounced Disney Plus) is an American subscription video on-demand streaming service owned and operated by the Direct-to-Consumer & International (DTCI) division of The Walt Disney Company. The service primarily distributes films and television series produced by The Walt Disney Studios and Walt Disney Television, with the service advertising content from Disney's Marvel, National Geographic, Pixar, and Star Wars brands in particular. Original films and television series are also distributed on Disney+, with ten films and seven series having been produced for the platform as of November 2019. Serving adjacent to Disney's other streaming platforms – the general programming-oriented Hulu and the sports-oriented ESPN+ – Disney+ focuses on "family-oriented entertainment", and does not feature R-rated films or TV-MA-rated programming. Disney+ relies on technology developed by Disney Streaming Services, originally established as BAMTech in 2015, when it was spun off from MLB Advanced Media (MLBAM). Disney increased its ownership share of BAMTech to a controlling stake in 2017, and subsequently transferred ownership to DTCI as part of a corporate restructure in anticipation of Disney's acquisition of 21st Century Fox. With BAMTech helping to launch ESPN+ in early 2018, and Disney's streaming distribution deal with Netflix ending in 2019, Disney took the opportunity to use technologies being developed for ESPN+ to establish a Disney-branded streaming service that would feature its content. Production of films and television shows to feature exclusively on the platform began in late 2017; Marvel's original series for Netflix were cancelled in favor of Marvel Cinematic Universe series for Disney+. Disney+ debuted on November 12, 2019 in Canada, the United States, and the Netherlands. The service was expanded to Australia, New Zealand, and Puerto Rico a week later, and will be expanded to select European countries in March 2020. Further expansions are planned for Europe and Latin America in late 2020 through 2021, as Disney's international streaming distribution deals with competing services expire. Upon launch, the service was met with positive reception to its content library, though was criticized for technical problems. Alterations made to The Simpsons and Gravity Falls also attracted media attention. Within its first day of operation, Disney+ earned 10 million subscribers.