The Walt Disney Company is exploring ways to integrate its Disney+ streaming platform with its theme parks — a plan that would have people’s viewing habits influencing their experience at the theme parks.

Following the company’s D23 Expo event last weekend, Disney Chief Executive Officer Bob Chapek participated in the Goldman Sachs 2022 Communacopia + Technology Conference on Wednesday. During the interview, Chapek described how data from the company’s streaming platform could impact theme park experiences.

“If we could have a universal guest experience, recognize that a person who spent seven days in the parks, 24 hours a day — and we know all that information about them — is the exact same person who watches XYZ on Disney+, and we can identify that person as the same one, and they give us the ability to go ahead and use the data that way, we can now customize and personalize an experience way beyond anything we’ve ever been able to do before,” Chapek said.

The ambitious plan is part of what Chapek has called “next-gen storytelling,” with Disney+ becoming “a platform for consumer engagement with The Walt Disney Company, not just a movie service platform.”

Chapek’s comments came in response to a question about the company’s plans to launch an “Amazon Prime”-type membership.

Last month, the Wall Street Journal reported Disney is considering a paid membership program that would encourage consumers to spend more on its parks, merchandise and streaming platform through discounts and perks. 

Disney first launched Disney+ in 2019. In August, the company reported that the streaming platform had more than 152 million subscribers worldwide. In just a few months, Disney will launch an ad-supported version of Disney+ as well as raise prices across its subscription tiers.