Disney+ is reportedly considering launching a free, ad-supported tier as competition from no-cost streaming services intensifies and consumers grow weary of repeated subscription price rises. Disney's Chief Product and Technology Officer, Adam Smith, raised the possibility during a streaming town hall, according to a Business Insider report, framing it as part of broader discussions about how to better serve viewers. The move would mark a significant shift for Disney+, which currently sits at the pricier end of the streaming market.

Disney+'s ad-supported Basic plan costs $11.99 a month, while the ad-free Premium tier costs $18.99, putting it above many rivals. This comes after other services raised their own prices, including Paramount+, which added $1 a month to both its tiers in January, and Crunchyroll, which imposed a $2 increase across all tiers in February. Meanwhile, more than 20 free, ad-supported platforms, such as Tubi, Pluto TV and Crackle, are now available in the US, and Smith gave no timeline or details on how extensive a free Disney+ tier might be, though it would likely offer more limited content than paid options.