Disney CEO Bob Iger said the entertainment giant abandoned at the last minute a deal to acquire Twitter in 2016 because "the nastiness is extraordinary" on social media.

Iger called the social media company a “compelling” way to reach consumers.

"Like a lot of these platforms, they have the ability to do a lot of good in our world. They also have an ability to do a lot of bad. I didn't want to take that on," Iger told the New York Times.

“The troubles were greater than I wanted to take on, greater than I thought it was responsible for us to take on,” he told the Times. “There were Disney brand issues, the whole impact of technology on society. The nastiness is extraordinary,” said Iger, who also discusses the scrapped deal in his new memoir, “The Ride of a Lifetime.”

“I like looking at my Twitter newsfeed because I want to follow 15, 20 different subjects. Then you turn and look at your notifications and you’re immediately saying, why am I doing this? Why do I endure this pain?” Iger told the Times.

However, the deal never went through and Disney instead purchased a majority stake in sports streaming site BAMTech, CNBC explained.

Earlier this year, Iger took a dig at the popularity of social media, saying it was a powerful marketing tool and Hitler would have loved it, Variety reported.

"It's the most powerful marketing tool an extremist could ever hope for because by design social media reflects a narrow world view filtering out anything that challenges our beliefs while constantly validating our convictions and amplifying our deepest fears," Iger said, while being honored with a humanitarian award, Reuters reported.

"Hitler would have loved social media," Variety quoted Iger as saying.

Iger also blamed social media for spreading hate, saying that it creates a false sense that everyone shares the same opinion, according to the entertainment business news portal.

"Hate and anger are dragging us toward the abyss once again," Iger said, adding that it is consuming public discourse and shaping the country and culture into something that is wholly unrecognizable to those who still believe in civility, human rights and basic decency.

While imploring the audience to renounce and reject hate in all forms, Iger also called on voters to "demand more" from elected officials.