Disney Plus added ads because the company needed a cheaper subscription tier

Disney Plus introduced an ad-supported plan in December 2022 to offer a lower monthly price. The company kept the ad-free plan available at a higher price, but moved some existing subscribers to the cheaper ad tier without asking them first. If you are seeing ads, it is because you are on the Disney Plus Basic with ads plan — or Disney moved you there automatically when they discontinued the old Basic plan.

The shift happened because streaming services discovered that offering multiple price points — one with ads, one without — lets them capture customers who want lower prices and advertisers who want to reach streaming audiences. Disney Plus is not unique in this. Netflix, Amazon Prime Video, and other services now offer ad-supported tiers alongside ad-free options.

You are not stuck with ads unless you choose to stay on that plan. You can upgrade to an ad-free tier at any time, though it costs more per month.

Key Takeaways

  • Disney Plus shows ads only on the Basic with ads plan, which costs less than the ad-free options.
  • If you were a subscriber before December 2022, Disney may have automatically moved you to the ads plan when they retired the old Basic tier.
  • You can switch to an ad-free plan (Premium or Standard) in your account settings without losing your watch history or profile.
  • The number and length of ads varies by show and movie, but you cannot skip them or use an ad blocker without risking account suspension.
  • Some content is not available on the ads plan, including certain movies and shows that studios did not license for ad-supported viewing.

What changed in December 2022

Disney Plus launched the Basic with ads plan at $7.99 per month (prices vary by region). At the same time, they raised the price of the old ad-free Basic plan and renamed it Standard, then created a new Premium tier at the highest price. Existing Basic subscribers were given a choice: stay on the old plan at the old price for a limited time, or switch to the new structure.

Many subscribers found that their old plan was discontinued and they were automatically moved to Basic with ads. This happened because Disney wanted to consolidate their pricing structure and push users toward the cheaper tier. If this happened to you, you received an email notification, though some people missed it or did not realize what it meant.

The timing was not random. Disney Plus had been losing money, and the company needed to either raise prices or add a revenue stream. Ads provided both: a cheaper option for price-sensitive customers and ad revenue from brands wanting to reach Disney's audience.

How many ads you will see and when

The number of ads on Basic with ads varies by title. Some shows have four to five ad breaks per episode, while others have fewer. Movies typically have ads at the beginning, middle, and end. You cannot skip ads, and each ad break usually lasts 30 seconds to two minutes depending on the content.

Not all Disney Plus content is available on the ads plan. Some movies and shows — particularly newer releases and certain licensed content — are only available on Standard or Premium. When you search for a title on Basic with ads, you may see a lock icon or a message saying the content requires a higher tier.

Ad frequency also depends on your region. Disney has different advertising agreements in different countries, so the experience in the United States may differ from Canada, the United Kingdom, or other markets.

How to switch to an ad-free plan

You can upgrade to Standard or Premium directly in your account settings. Open the Disney Plus app or website, go to your profile, select Account, then choose Subscription. You will see your current plan and the option to change it. Select the ad-free plan you want and confirm the new price.

The change takes effect when ready. You will not lose your watch history, saved shows, or profiles. Your billing date may shift depending on when you upgrade, and Disney will prorate the charge if you are mid-cycle.

The difference between Standard and Premium is resolution and simultaneous streams. Standard offers HD on one device at a time; Premium offers 4K on up to four devices at once. Both are ad-free. The exact prices vary by region and change periodically, so check your account for current rates.

What happens if you try to block ads

Disney Plus detects ad blockers and will not let you watch if one is active. If you try to use an ad blocker on the Basic with ads plan, you will see an error message asking you to disable it. The service checks for common ad-blocking tools and browser extensions.

Using a VPN to try to access a different region's plan, or using other workarounds to bypass ads, violates Disney Plus's terms of service. The company can suspend or terminate your account if they detect this behavior. It is not worth the risk — upgrading to an ad-free plan is the only supported way to remove ads.

Why Disney Plus keeps ads even on higher tiers sometimes

Occasionally, you may see a message about ads even on a Standard or Premium account. This usually happens during live events like sports broadcasts or special premieres that Disney has licensed with advertising built in. These are rare and not the same as the regular ad-supported plan.

If you are seeing regular ads on a Standard or Premium account, it is a sign that your subscription did not update properly. Check your Account page to confirm which plan you are actually on. If there is a mismatch, contact Disney Plus support to fix the billing issue.

Frequently Asked Questions

Can I use Disney Plus with ads on multiple devices at the same time?

Yes, but the number of simultaneous streams depends on your plan. Basic with ads allows one stream at a time. Standard allows two streams, and Premium allows four. If you exceed the limit, you will see an error message on the extra device.

Do I have to watch ads if I share my account with family?

Only the profile on the Basic with ads plan will see ads. If you upgrade to Standard or Premium, all profiles on that account are ad-free. However, Disney Plus now requires separate paid accounts for people outside your household, so sharing may not be allowed depending on your region.

Will Disney Plus ever go back to offering a free ad-free plan?

Disney has not announced plans to bring back a free tier or a cheap ad-free option. The company's strategy is to offer a low-cost ads plan and higher-priced ad-free plans. Prices and plan structures can change, but the basic model is unlikely to reverse.

What if I downgrade from Premium to Basic with ads — will I lose my watch history?

No, your watch history, saved shows, and profiles stay with your account regardless of which plan you are on. Downgrading only changes which features you have access to and whether you see ads.

Are the ads personalized based on my viewing history?

Disney uses some information to target ads, but not to the extent that other platforms do. The ads are based partly on your general viewing category and region, but Disney does not sell your personal data to advertisers. You can adjust your ad preferences in your account settings.