Rivals Netflix Inc. and Amazon.com Inc. unveiled separate deals with Walt Disney Co. to offer ABC and Disney Channel shows over the Internet.

The deals are the latest efforts by the streaming-video providers to build their libraries and attract subscribers. For content owners like Disney, the new deals are part of a gold rush as they look to cash in on what they see as a new marketplace for selling older TV shows and movies, even as other revenue sources like DVDs recede.

Amazon's...