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In brief: Video-on-demand streaming services continue to raise their prices, and consumers are increasingly frustrated by the trend. So much so, in fact, that two of the industry's largest streaming companies are reportedly considering offering a limited viewing experience at no cost beyond watching advertisements.
In a recent investor call, Disney CEO Josh D'Amaro confirmed that the company is actively exploring a potential free offering for its Disney+ streaming service. D'Amaro, who took over Disney's leadership from Bob Iger earlier this year, said that a free option could provide several benefits, particularly for "price-sensitive" customers who may be unwilling to tolerate the regular price increases streaming companies are now imposing on subscribers.
Since its launch in 2024, Disney+ has raised prices for US viewers several times. The most recent increase came in October 2025, raising ad-supported plans by $2 per month and ad-free plans by $3. D'Amaro said a free offering would allow the company to reach a different customer segment, which has become a top priority for Disney's streaming business.
