Walt Disney Co.’s ESPN has reorganized its top executives, promoting Connor Schell to oversee all of its content creation across digital, TV and print, ESPN President John Skipper said on Friday.

The changes in executive ranks at ESPN come as the sports channel is struggling with subscriber declines as more viewers defect from traditional pay TV services to watch their favorite shows online.

Rising programming costs have also dented the sports cable giant.

According to reports, the number of ESPN subscribers has fallen to 87.4 million from 99 million over the past five years.

In April, ESPN laid off about 10 percent of its 1,000 on-air staff as part of an effort to respond faster to fan’s viewing patterns.

The new role for Schell, 40 years old, will be added to his current responsibilities of overseeing film, original content audio and the company’s talent office.

Schell’s promotion was one of a number of executives moves announced, including the departure of 20-year veteran John Kosner, executive VP, digital and print media.

In addition, Burke Magnus, executive VP, programming and scheduling, will also oversee BamTech, in which Disney took a $1 billion minority stake last August.

Shares of Disney closed at $105.51 on Friday, down 45 cents.

With Wires