Disney+ has introduced a new lower-cost, ad-supported subscription plan in Australia and New Zealand as streaming platforms ramp up efforts to attract price-conscious viewers.

The ‘Standard with Ads’ tier, priced at $9.99 per month, launched today alongside Disney+’s existing Standard and Premium plans.

The move aligns with a broader industry shift towards advertising-supported streaming options, already adopted by rivals including Netflix, Prime Video and Binge.

Kylie Watson-Wheeler (pictured), Senior Vice President and Managing Director of The Walt Disney Company ANZ, said the new plan offers “greater choice and flexibility” for subscribers, while opening up premium advertising opportunities for brands.

The launch also signals Disney’s push to expand distribution through partnerships, with the lower price point making it easier for telcos and consumer businesses to bundle the service.

Disney+ currently has an estimated 3.3 million subscribers in Australia, trailing Netflix and Amazon Prime Video. Growth has slowed in recent years, prompting the company to explore new pricing strategies and revenue streams.

Alongside the rollout, Disney+ debuted a new marketing campaign featuring The Artful Dodger star Thomas Brodie-Sangster, promoting its broader entertainment slate, including Hulu and ESPN content.