Ultimately the value is in the eyeballs. At some point the consumer is going to say "pay me".

Several weeks ago, when responding to a ChatGPT post (I think) I offered an idea of how content creators could try to stay relevant by offering an AI service that allows the customer to input criteria to customize their favorite shows. So only Disneybot can legally produce content for the Mandalorian, etc., and the customer can access that bot via tiered subscription, gaining greater access to content and customization at higher payment plans. Disney can share that content rather than producing it themselves, offering discounts or bonuses to those who create the best content. And so it begins...

Although, I don't know how they will be able to ensure only their AI is creating copywritten content, unless they just don't have to in the beginning. Most customers will likely continue to try to maintain a subscription, rather than find illegal workarounds, until the cost rises so high it's cheaper &/or less trouble to pirate.

Having said that, though, if they gamify customer-based content creation they could basically have millions of people competing to create the best content just to earn Disney points, or whatever other useless badge or trinket, that one can use to ascend to a higher subscription tier where they can access higher customization, to create better content for Disney, at which point the universe implodes, blasting out a constellation of Mickey Mouse holding up the finger to the cold, dark void that used to be everything.

Just speculating for the shits & giggles, but I'm curious to see how this goes. A lot of exciting changes are coming.

Edit to add: This off the top of my head example is also a keen way for web 3/3.0 to begin to take root. Disney creates a token on a blockchain, incorporates a social media aspect, and just like that everyone is earning through one incentive or another.