Ads are coming to Disney Plus' "ad-free" plans

Disney Plus' ad-free plans will soon include ads in live and linear programming. The streamer announced the launch of dynamic ad insertion within ESPN live content on Disney Plus across Australia and New Zealand, and has updated its plan terms to allow for a range of ads to be served to users.

The platform now states its plans include "ad-free streaming", and that all plans may include ads in live and linear programming, sports, trailers, promotional content, and sponsorship. The new offering will be available to advertisers through the Disney Ad Server, and will initially focus on the 14,000 live sporting events broadcast each year through the platform, although additional capabilities are set to be launched in 2026.

Disney is just one more in a long line of streaming services adding ads to their platforms. Over the past few years Prime Video, Netflix, Paramount Plus, and Binge have all introduced ad-supported tiers. Unlike other services, the terms supporting ad placements have been laid out in Disney Plus' terms of service since at least February 2025. Amazon found itself in legal trouble with annual subscribers after introducing ads across the board and leaving users with no recourse for removing them while in the subscription term. 

Seemingly ads are financially worth the trouble for streamers. Netflix reported its instream ads are outperforming other advertising services earlier this year, noting they have 162% higher sale per impression compared to other CTV advertising.

Exactly when the dynamic ads will hit medium screens is yet to be seen, but The Walt Disney Company Australia and New Zealand Senior Vice President and Managing Director, and Head of ESPN Asia Pacific, Kylie Watson-Wheeler is focused on Australia's sporting obsession.

“We’re laser focused on the next generation of Australian sports fans, and our advertising partners know the opportunity that the reach and scale of ESPN in this market represents. Our audiences are fans like no other, and we’re excited advertisers will soon be able to reach them with our best-in-class ad solutions in live sports.”

Anula Wiwatowska

Offsite Editorial Lead | Instagram

Anula is the Off-Site Editorial Lead for WhistleOut Australia, and an award winning tech journalist. She has been writing about the Australian telco industry, and consumer technology for over five years, and has been known to tell her Uber driver which phone they should upgrade to next.

Read full bio