The Walt Disney Co.’s direct-to-consumer streaming service has a name: Disney+.

Chief Executive Bob Iger unveiled new details about the upcoming Netflix NFLX, -4.18% rival, including its official name, during the company’s earnings call Thursday evening.

He also announced new Marvel and “Star Wars” content coming to the streaming service, which is set to launch in late 2019: A series about the Marvel fan favorite Loki, starring Tom Hiddleston, and a prequel series to “Rogue One: A Star Wars Story,” starring Diego Luna.

Also on the content slate: A reboot of the “High School Musical” franchise, the next season of the “Star Wars: The Clone Wars” animated series and an animated series based on Pixar’s “Monsters Inc.” Original movies coming to Disney+ include “Noel,” starring Anna Kendrick, and “Togo," starring Willem Dafoe.

“Direct-to-consumer continues one of our top priorities,” Iger said on the earnings call.

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Disney DIS, -3.08% has been aggressively pursuing a direct-to-consumer strategy, starting with the launch of ESPN+ earlier this year. That streaming service reached 1 million paid subscribers in just five months, Disney said.

Iger also discussed Hulu, saying it would feature more “general entertainment programming” while the more family-friendly fare would be on Disney+. Disney will own 60% of Hulu after its acquisition of Fox assets are finalized, with Comcast Corp. CMCSA, -1.79% and AT&T Inc. T, -2.24% owning the other 30% and 10%, respectively.

Iger said he saw opportunities for more targeted advertising on Hulu, and hinted there could be some pricing changes coming in the future.

“There’s an opportunity to improve or increase our pricing,” he said during the call.