Disney is adding four new “always on” channels to its Disney+ SVOD service, according to news reports from Bloomberg. 

This new suite of channels will launch later this year for premium-tier subscribers, and the crown jewel is Hits and Heroes, featuring films from the Marvel and Star Wars franchises and Disney’s vast catalogue of action movies. Other channels joining the Mouse House portfolio include Hallowstream (seasonal horror and thrillers), Throwbacks (nostalgic cartoons and films) and Real Life (documentaries and biopics).

Disney’s goal with these new channels isn’t to boost subscriber numbers; it’s to increase the time users are watching content on the platform, says Disney Entertainment co-chairman Dana Walden. The company launched its first bunch of 24/7 channels earlier this month, including dedicated streams for Disney Jr. and ABC News Live. 

The strategy will also help Disney compete for viewers with FAST channel businesses like Pluto TV, Tubi and Roku while it works to improve the value of its streaming service with more options for consumers. This is also starting to manifest in the linear TV world, with Disney just signing a first-of-its-kind carriage agreement with DirecTV to offer new themed packages of TV content and streaming bundles to the provider’s 11.3 million users.