Disney might be the most successful company in Hollywood right now, but BTIG analyst Rich Greenfield thinks that the company’s cable TV division, which still uses bundle packages, will soon be in big trouble.

Greenfield discussed his thoughts about Disney and the future of media with TheWrap’s CEO and editor in chief Sharon Waxman at TheGrill at The Montage in Beverly Hills on Monday. Greenfield talked about how media is constantly changing at a breakneck pace, as he witnessed firsthand when he saw his daughter watching “oddly satisfying” videos on YouTube.

“There’s just a lot to do, and that competition for your time is leading to pressure on Disney’s most profitable business, their cable network division,” he said.

Also Read: TheGrill 2017: Why 'The Party Is Over' for China Deals in Hollywood

Granted, with the continued interest in live sports, Disney-owned ESPN will still be a profitable network, but Greenfield doesn’t think that it will be a growth business as it is tied to other networks like ABC, and tune-in TV will have less of a hold on consumers as more and more entertainment options become available.

“The problem is, the minute you’re bored — and it doesn’t matter if you’re watching ‘Empire’ or ‘Monday Night Football’ — there’s an infinite number of things you can do now. Hollywood has made an incredible amount of great content, it was just hard to access. Now there’s just an incredible array of great content, but it takes away from live TV and its advertising. And if you’re not watching stuff from these big bundles, why are you going to pay 80-90 bucks for it?”

Disney might be recognizing this, which is why it is rolling out its own streaming service. Greenfield thinks this is the right move, but thinks that in order for it to be successful, there’s something Disney needs to keep in mind.

Also Read: CAA and Youku Tudou Discuss What's Next for Streaming in China

“If Disney just puts on stuff from its movie collection or from ABC and Disney Channel, it’s not going to maximize its potential,” Greenfield said. “It needs to have something exclusive.”

And when it comes to exclusive content, Greenfield believes that Apple will soon have an advantage in that department. He thinks that Apple’s decision to produce “Carpool Karaoke” isn’t exactly a “House of Cards” or “Game of Thrones,” but given time and Apple’s immense financial resources, he believes Apple will soon have a potent original content stable to rope in subscribers.

“Of everything that’s happened this year, I think the single biggest thing that’s change is Apple throwing its hat into the ring. Netflix has come far by spending money on content and hiring the right people. If you’re Apple, money’s not the problem. So go out, find the right talent, and build.”

The Scene at TheGrill 2017: TheWrap's Media Leadership Conference

Co-Chairmen and CEO's of Fox Television Group Gary Newman and Dana Walden, and John Singleton.
Getty Images
TheWrap's annual TheGrill media conference took place at the Montage Beverly Hills on Oct. 2 and Oct. 3.
Getty Images
TheWrap's CEO and editor-in-chief Sharon Waxman greets attendees at the 8th annual TheGrill conference.
Getty Images
Audience members listen to panels on the first day of TheGrill.
Getty Images
Sky Moore, partner at Greenberg Glusker, Cindy Lin, CEO of Infotainment China, and President of DMG Entertainment, Chris Fenton at TheWrap's annual TheGrill conference.
Getty Images
David Grinberg, partner at Sidley Austin LLP, speaks onstage at TheWrap's 8th Annual TheGrill.
Getty Images
Stanley Rosen, professor of political science at USC, speaks with Sharon Waxman on stage.
Getty Images
Catherine Zhang of Youku Tudou and Colin Brady of CAA discuss streaming in China with TheWrap's Matt Pressberg.
Ted Soqui
Vicki Beck and Jan Pinkava speak with Sharon Waxman on stage.
Ted Soqui
The Montage in Beverly Hills.
Getty Images
Attendees gather around the lunch buffet at TheGrill on Monday.
Getty Images
Stanley Rosen, Matt Pressberg and Cindy Lin at TheGrill.
Getty Images
Ted Schilowitz of Paramount Pictures speaks at TheGrill.
Getty Images
Attendees gather at The Montage for TheWrap's annual TheGrill conference.
Getty Images
Sharon Waxman with Albie Hecht.
Getty Images
Sharon Waxman with speakers at TheGrill.
Getty Images
Kathleen Grace and Robert Goldberg speak on a panel during TheGrill.
Getty Images
Audience members of TheGrill conference converse during a break.
Ted Soqui
Virtual Reality panel at TheGrill.
Ted Soqui
Managing director and media and technology analyst at BTIG Rich Greenfield discusses the future of media with Sharon Waxman.
Ted Soqui
Gary Newman and Dana Walden speak with Sharon Waxman on stage.
Ted Soqui
Michael Bloom, Robert Goldberg, Kathleen Grace, Alec Shankman and Chris M. Williams speak about multimedia platforms at TheGrill.
Getty Images
ILMxLAB's Vicki Beck and Google Spotlight Stories' Jan Pinkava talk about VR at TheGrill.
Getty Images
Director John Singleton before his panel at the end of TheGrill's first day.
Getty Images
Audience members talk during a break at TheGrill.
Getty Images
Director of International Content Cooperation of Youku Tudou Inc., Catherine Zhang, attends TheGrill.
Getty Images
Founding Partner of MacInnes Scott, John MacInnes, attends TheWrap's media conference on Monday.
Getty Images
UCLA's Elizabeth Joye Buda and Kate Pierce attend TheWrap's TheGrill.
Getty Images
The audience watches a panel at TheWrap's media and technology conference, TheGrill.
Getty Images
TheWrap's film reporter Matt Pressberg on a panel with Co-Founder and EVP of WEVR, Anthony Batt, Founding Partner of MacInnes Scott, John MacInnes and Paramount Pictures' Ted Schilowitz.
Getty Images
TheWrap's Tim Molloy speaks with "Boyz N The Hood" director John Singleton
Getty Images
Cocktail party on the terrace of The Montage in Beverly Hills
Getty Images
Sharon Waxman and TheWrap team
Getty Images
Invar CEO Elizabeth Koshi, John Singleton, and ICM's Crystal Mais at TheGrill
Getty Images
Raymond Reed and Sabrina Taylor
Getty Images
Attendees at TheGrill cocktail party.
Getty Images
Weather Channel's Dave Shull discusses climate change with Sharon Waxman.
Ted Soqui
Producers Nina Jacobson and Darren Throop with Sharon Waxman
Ted Soqui
Adi Sideman at TheGrill
Ted Soqui
Tobias Quesser at TheGrill
Ted Soqui
Franklin Leonard discusses diversity at TheGrill
Ted Soqui
M and A panel at TheGrill
Ted Soqui
Paramount distribution head Megan Colligan and Lionsgate Marketing SVP Thai Randolph
Ted Soqui
TheGrill's Innovators Panel
Ted Soqui
TheGrill's Innovators Panel
Ted Soqui
DreamWorks founder Jeffrey Katzenberg and Sharon Waxman
Ted Soqui
mitu President Beatriz Acevado
Ted Soqui
Ted Soqui