Disney+ to launch ad-supported model in EMEA

Adgully Bureau | | Reading Time: 2:48 minutes

Streaming company Disney+ will unveil its ad-supported subscription model in some markets in Europe, the Middle East and Africa (EMEA) towards the end of this year.

In a recent announcement, the company reported a substantial decline of 12.5 million paid Disney+ subscribers in the third quarter of 2023. This marked a substantial decrease, representing the largest membership reduction since April 2020.

Responding to this decline, Bob Iger, CEO of Walt Disney Co., laid out a fresh approach for international markets, encompassing increased pricing and the debut of a novel standard tier subscription scheme. Moreover, Iger divulged plans to introduce a standard subscription tier with advertisements in chosen EMEA markets and Canada.

At present, a Disney+ subscription in the UAE commands a monthly fee of AED 29.99. However, the company stated that the proposed ad-supported plans will start at 24.1 dirhams (€5.99 or $6.58) per month in EMEA and $7.99 per month in Canada.

Customers currently subscribed in relevant markets will remain within the premium tier, exempt from advertisements, despite the impending price hike in December. They will have the choice to transition to one of the new more affordable plans. Launching on November 1, the ad-supported, Standard, and Premium packages in designated European markets and Canada will give users access to the comprehensive Disney+ content library, including substantial offerings from Hulu. 

Iger also revealed the company's intention to clamp down on password sharing, taking a cue from the actions taken by streaming counterpart Netflix this year. 

He said: "We are actively evaluating strategies to tackle account sharing and exploring optimal solutions for paying subscribers who wish to share accounts with their acquaintances and relatives." Iger additionally conveyed that the company intends to implement approaches to drive revenue generation by 2024.