For a while, Netflix was the place to go to stream video. While I’m not sure I dig having one company ruling a space, it was nice to have one fee, one app, one destination. That time is over, and the licensing deals that went with that are ending, too, as is the case with Disney and Netflix. While Marvel’s Netflix shows aren’t going anywhere, the movies won’t be heading there, starting with 2019’s Captain Marvel.

The New York Times reports that Disney will let its streaming deal with Netflix expire “to make the Disney-branded service as robust as possible.”

“Starting with Captain Marvel in March, all of the films that Walt Disney Studios releases in theaters will subsequently flow to the Disney streaming platform instead of Netflix.” A Disney spokeswoman reiterated that the Marvel Netflix shows are staying where they are for the foreseeable future.

This move is one of the reasons Netflix is so eager to create its own content empire. It’s not just Marvel that will skip Netflix, but also Star Wars and any animated Disney features. It could even affect shows from ABC and anything else in Disney’s gargantuan content library. Of all the single providers that could pull their content from a service like Netflix, the House of Mouse is easily the biggest and has the largest stable of recognizable movies and shows. Disney is already working on a live-action Star Wars show for the service, and it’s not hard to imagine more Marvel live-action stuff hitting the service, either. Disney CEO Bob Iger told investors last fall that Disney’s service will set a price point “substantially below” that of Netflix.

While we don’t know when the service will launch, it’s clear that Disney is going big. The service launches sometime in 2019. Will you be subscribing?