MUMBAI: Disney will discontinue its movie streaming website by the end of this year after failing to generate revenues and audiences.

The service allowed users to rent or purchase movies on its site and watch those via streaming.

"The digital environment is rapidly evolving and Disney Movies Online does not have the flexibility that many users today demand. We made a business decision to close the service until we are able to provide the greatest value and experience to our customers," a Disney spokesperson said in a statement.

As part of this change, purchases, upgrades, and Magic Code entries can no longer be made on the Disney Movies Online website. One can continue to stream his existing movies until 31 December, the company said.

However, one can still enter Magic Codes on DisneyMovieRewards.com, and Disney Movies Rewards services will not be interrupted. Users can also continue to use their Disney member name and password to access other Disney websites.

In addition, if one has purchased a Disney Combo pack with Digital Copy, his Digital Copy can still be transferred and watched from either iTunes or Windows Media Player.

Disney is planning to launch its replacement service, Disney Movies Anywhere, but the date of its launch is not known.