Inside the Magic (ITM), a privately owned US-based company founded in 2005, operates a streaming service focused on entertainment news and commentary. Employing approximately 20 people, ITM's revenue in 2023 was less than $25 million. Initially concentrating on Disney-related content, the company has expanded its coverage to encompass theme parks, independent attractions, movies, television, video games, conventions, and special events. ITM's content selection emphasizes unique and exciting stories within these areas.