Disney is eyeing a free tier as YouTube keeps stealing its TV audience
Phil Nickinson / DIgital Trends
Watching Disney+ without paying for a subscription could eventually become an option. According to Business Insider, Disney is considering a free tier that would let people watch some content without a paywall.
The idea is still in the early stages, with no timeline or launch details, but it reflects a growing challenge. YouTube and other free, ad-supported platforms like Tubi and Roku are attracting more TV viewers, forcing streaming services to rethink how they compete.
How is YouTube’s rise pushing Disney toward free streaming?
The company’s product and tech chief, Adam Smith, reportedly discussed the idea during an internal streaming town hall, though Disney has not confirmed the report publicly.
The numbers tell the story clearly. Free streaming services now account for 18.7% of watch time on US televisions as of April 2026, up from 16.8% a year earlier and 12.7% in April 2024, according to Nielsen data. YouTube is driving a significant chunk of that growth, pulling in TV viewers who are increasingly choosing free over paid.
As subscription prices have climbed across the board, more people have gravitated toward free ad-supported options like YouTube, Tubi, and The Roku Channel. Disney+ currently starts at $12.99 a month with ads as part of its bundle with Hulu, and $19.99 without ads.
How is Disney+ changing beyond subscriptions?
A free tier would give the platform a new entry point to compete with services that cost nothing at all. It would also help Disney stand apart from rivals such as Netflix, Apple TV+, and Paramount+, which offer little or no meaningful free content.
The company has already added vertical video clips to its Disney+ app, following a broader industry push toward short-form content. Netflix is reportedly exploring live channels, streaming bundles, and more snackable content to keep viewers engaged for longer.
Overall, the streaming industry is chasing viewers wherever they are spending time, and right now that increasingly means free platforms.
Manisha Priyadarshini is a tech and entertainment writer with over nine years of editorial experience.
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