Disney may be getting ready to offer Disney+ without a price tag at all. According to a new report from Business Insider, Disney executives have been discussing the idea of launching a completely free, ad-supported version of Disney+ as the company looks to grow its streaming audience and keep pace with the rise of no-cost platforms like YouTube, Tubi, and The Roku Channel
The talks are still described as early and informal. No decisions have been made yet on when a free tier might launch, how it would be rolled out, or which markets would get it first
Free Streaming Is Eating Into Traditional TV Time
The push comes as viewing habits keep shifting away from paid subscriptions. Nielsen data cited in the report shows free, ad-supported streaming platforms accounted for 18.7% of U.S. television viewing in April 2026, up from 12.7% just two years earlier. That growth reflects a broader consumer pullback from rising subscription costs, with services like Tubi and Pluto TV building massive audiences on free content, while YouTube continues to expand its share of overall TV viewing
Disney already sells a lower-priced, ad-supported version of Disney+ in several markets, but a fully free tier would mark a much bigger shift in strategy. The company is also reportedly exploring other ways to pull in more viewers, including short-form vertical video, micro-dramas, and podcasts, as CEO Josh D’Amaro works to build out Disney’s streaming business beyond its traditional subscription model
Disney+ By the Numbers
Disney+ launched in November 2019 in the U.S., Canada, and the Netherlands after Disney’s distribution deal with Netflix expired, and the service has grown into a home for both classic Disney library titles and new original movies and series. Within five years of launch, Disney+ had topped 135 million global subscribers and generated $11.9 billion in annual revenue
A separate report notes that Adam Smith, Disney’s chief product and technology officer, addressed the idea of a free tier directly during a company town hall, though a staffer who was present said Smith did not confirm a timeline. For now, the Disney+ and Hulu bundle remains priced at $12.99 a month with ads or $19.99 a month without them
Whether or not a free tier actually materializes, the fact that Disney is even discussing it signals how seriously the company is taking competition from ad-supported platforms — and how much streaming habits have changed since Disney+ first launched
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