Disney+ may soon make a portion of its streaming catalogue available at no cost, according to a report published by Business Insider.
The report says Disney Chief Product and Technology Officer Adam Smith discussed the possibility of introducing a free content tier during a company town hall held on Thursday. It remains unclear which movies or television shows would be included in the offering, or when Disney+ might officially roll out the new option.
A free, ad-supported experience would allow Disney+ to compete more directly with platforms such as YouTube and Tubi, both of which continue to capture an increasing share of viewers’ streaming time through free access to content.
As subscription prices across the streaming industry continue to rise, more consumers are shifting toward advertising-supported services. According to Nielsen data, free streaming platforms accounted for 18.7% of total U.S. television viewing in April 2026, up from 16.8% in April 2025 and 12.7% in April 2024.
Introducing a limited free-viewing option could also help Disney+ stand out from subscription-focused rivals such as Netflix and Amazon Prime Video. At the same time, the move would align the service more closely with competitors like Apple TV+ and Paramount+, both of which already allow non-subscribers to watch a selection of episodes without requiring a paid subscription.
