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Disney chief Bob Iger expects that the company will bring in about $1 billion in digital revenue this year, up 33% from 2007, reports MediaPost. One billion dollars, though representing only about three percent of Disney’s overall revenue, is still a big chunk of change.

So how do they do it?

First, they recognize a need for it. Iger embraces new platforms as opportunities to spread Disney content: “You have to look at technology as a friend, not foe,” he says. Recognizing trends is key in deciding a digital strategy. For Iger, he recognizes that kids’ internet usage is becoming equal to television. From MediaPost: “Broadband-enabled computers” are becoming primary for kids. “It’s just as important to them as the TV set,” he said.

Regardless of the distribution models undertaken, whether it be online, mobile or other, knowing how your audience consumes media is essential. Disney has a handle on this and is taking action to ensure that advertising and revenue generation is directed to the right channels for future growth. Which makes the second step - taking action.

The most innovative content brands not only recognize trends, but set them. How are consumers taking in your content today? What are some interactive, on-demand methods to deliver it to them in ways they might not have even thought of yet? And can you make money from them? You’ll never know until you try.