Disney+ launches ad-supported tier boosting CTV options for brands


Disney+ has rolled-out its ad-supported subscription tier across the UK, Europe and Canada, following its announcement back in August.

It comes almost a year to the day after it launched a similar tier in its home market in the US, and follows Netflix and other operators introducing ads to their streaming platforms.

Disney+’s ad-supported tier

Disney+’s ad-supported options include a new Standard tier, as well as Standard with Ads in select EMEA markets and Canada.

The new ad-supported plans start at £4.99/€5.99 month in EMEA and $7.99/month in Canada.

“The strong momentum of our ad-supported plans in the U.S. demonstrates the importance of providing consumers with choice, flexibility and value,” said Joe Earley, President, Direct-to-Consumer, Disney Entertainment.

“We are excited to expand that offering in more markets across the globe, including in Europe and Canada, and to launch a new premium duo bundle of ad-free Disney+ and Hulu this Fall, as we take steps toward making extensive Hulu content available via Disney+ later this year for Bundle subscribers.”

Disney+ said existing subscribers in applicable markets will remain in the Premium tier with No Ads when their subscription price increases in December, unless they opt to switch into one of the new lower-priced plans.

Commenting on Disney+’s new entry into the ad-supported market, Edward Wale, VP for Europe at global connected TV partnership LG Ad Solutions, said: “The launch of Disney’s ad-supported tier not only offers cost-conscious audiences premium content for a lower price point, but also presents advertisers with another new source of addressable CTV inventory.

“Traditionally, SVODs that have adopted advertising tiers have taken a conservative approach to ad load. If Disney+ continues this approach, brands will naturally stand to gain a greater share of voice for such inventory sources.

“However, as more streaming apps launch ad tiers, the challenge for brands and advertisers will be managing reach and frequency across different streaming environments.

“To unlock the incremental reach opportunity that Disney+ and other CTV channels offer, brands will need to drive their buying with granular data provided by tools such as automatic content recognition (ACR).”