Disney reportedly plans to launch free Disney+ amid changing viewer habits

The Walt Disney Company is reportedly considering a major shake-up to its streaming strategy by exploring the launch of a free version of Disney+.

The change comes as the company looks for new ways to expand its streaming audience and compete more aggressively with the fast-growing popularity of free, advertising-supported video platforms.

While the idea is still in the early stages and no final decisions have been made about timing, rollout plans or which markets could be targeted first.

The reported move comes as more viewers turn to free, ad-supported services such as YouTube, Tubi and The Roku Channel which have been gaining ground as subscription fatigue grows across the industry.

According to Nielsen data cited by Business Insider free streaming platforms accounted for 18.7% of U.S. television viewing in April 2026 up sharply from 12.7% just two years earlier a sign of how quickly audience habits are shifting.

Disney already offers lower-cost Disney+ subscription plans supported by advertising in several regions.

But a completely free version of the platform would mark a much bigger strategic pivot potentially opening Disney+ to a wider audience while creating new opportunities for ad revenue.

The report also said Disney is considering several other initiatives aimed at boosting engagement across its streaming business.

Those reportedly include experiments with short-form vertical videos, micro-dramas and podcasts as the company looks to adapt to changing viewing habits and capture more attention across different formats.