Disney+ has started internal discussions on introducing a free service level. The strategy, which emerged during a recent company town hall, involves making a selection of contents from the catalog available without a subscription cost, but with the inclusion of advertising.
Adam SmithDisney’s head of product and technology, touched on the topic during the meeting with staff, although without providing specific details on the timing or scope of this potential offering. Company management sees this initiative as part of an ongoing dialogue to better “serve fans,” according to an internal source familiar with Disney’s streaming strategy.
The push of free services and the streaming market
Nielsen data indicates significant growth for free streaming services (Free Ad-supported Streaming Television – FAST). As of April 2026, the three largest players in this segment captured 18.7% of viewing time on US televisions, a significant increase compared to the 16.8% recorded in the same period of the previous year and the 12.7% in April 2024. Platforms such as YouTube and Tubi are attracting a growing share of the audience, pushing the giants to consider new strategies.
The rise of free services is also linked to a context in which streaming giants continue to increase subscription prices. Consumers are showing increasing interest in ad-supported options, seeking cheaper or completely free alternatives. A hybrid model would allow Disney+ to further differentiate itself from direct competitors such as Netflix and Amazon Prime Video, especially considering that services such as Apple TV+ and Paramount+ already offer a selection of free episodes to non-subscribers.
The addition of a completely free tier would represent a substantial change in the monetization strategy of the house of Mickey Mouse, which today asks €6.99 for the plan with advertising. It remains to be seen what content would be included in this offering and how the potential audience growth would be balanced with the economic sustainability of the model.
The decision to explore an ad-supported model for Disney+ fits into a broader picture of market evolution. While on the one hand the free offer could represent a powerful attraction for a wider audience, on the other hand the management of advertising and the selection of content will become crucial to maintaining the balance between accessibility and profitability.
