New York (CNN Business) Disney has taken the unusual move of banning Netflix from advertising on some of its networks as it continues to build its own streaming ambitions.

Disney DIS said in a statement to CNN Business that the "direct-to-consumer business has evolved, with many more entrants looking to advertise in traditional television, and across our portfolio of networks" adding that it has "reevaluated our strategy to reflect the comprehensive business relationships we have with many of these companies, as direct-to-consumer is one element."

Netflix NFLX will still be allowed to advertise on the Disney-owned ESPN because the streamer doesn't offer live sports. But Netflix ads will no longer run on ABC, FX and Freeform and National Geographic.

One notable event that Netflix will miss is ABC's annual telecast of the Oscars. The company didn't respond to CNN Business' request for comment.

Disney's decision comes less than a month after CEO Bob Iger resigned from Apple's board , a sign that the two companies are about to be serious rivals in the streaming game. Apple is launching its own streaming service in November.