Disney Plus is reportedly considering a major strategic shift by introducing a free, ad-supported tier, according to a report from Business Insider. The move would distinguish the platform from rivals such as Netflix and Prime Video, which do not offer permanent free access beyond trial periods.
Executive confirms discussions
Disney's product and tech chief Adam Smith spoke about the potential free tier during a streaming town hall on July 9, 2026, according to a source familiar with the matter. Smith did not provide a timeline or specify which content might be included in the free offering.
Currently, Disney Plus offers three subscription tiers in the UK: Standard with adverts at £5.99 per month, Standard without adverts at £8.99, and Premium at £14.99 per month. A free tier would mark a significant departure from its existing model.
How it compares to competitors
Neither Netflix nor Prime Video offer permanent free tiers, relying instead on seven-day free trials to attract subscribers. Paramount Plus and Apple TV provide free sample episodes but do not have full free tiers. If Disney Plus launches a free option, it would be the first major streaming platform to do so.
Free streaming services like BBC iPlayer and ITVX have grown in popularity, competing with paid platforms through ad-supported models. Disney Plus could follow this trend to capture a broader audience.
Potential content and limitations
Disney Plus boasts a vast library including hit shows like Rivals, The Bear, The Mandalorian, and Only Murders in the Building, as well as classics such as Desperate Housewives, Grey’s Anatomy, Lost, and Buffy the Vampire Slayer. However, a free tier would likely offer only a limited selection of content, possibly with advertisements.
According to the Business Insider report, Smith did not elaborate on the specific shows or movies that would be available for free. The company has not made any official announcement, and the plans remain under discussion.
