Disney+ Launches Ad-Supported Tier in Australia, Opens New Advertiser Access

Disney has announced it will introduce an ad-supported subscription tier for Disney+ in Australia, bringing its "Standard with Ads" plan to the market in the coming months and opening the platform's full content library to Australian advertisers for the first time.

Pricing and Features Still Being Finalized

The new tier will offer full HD streaming and simultaneous viewing on two devices. Disney has not disclosed the price, saying only that it "will be available at an attractive price point."

Netflix and Paramount+ both offer ad-supported plans in Australia at A$9.99 per month. Disney's entry is expected to be competitively priced against both platforms.

Currently, Australian brands can only reach Disney+ audiences through ESPN's linear channels within the app. The new tier changes that, giving advertisers direct access to Disney, Marvel, Star Wars, and National Geographic content audiences for the first time.

Disney Brings Its US Ad Technology to Australia

Disney's Australian launch will include its full suite of proprietary advertising tools, already proven in the US market. These include Disney Ad Service, a purpose-built advertising technology platform; Disney's Bridge ID, a programmatic identity solution that connects directly into sell-side platforms; and Disney Select, an advanced audience targeting tool.

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Disney previewed these tools at ESPN's Australian upfront event last September.

Disney+ currently has approximately 3.3 million Australian subscribers, according to Telsyte data from October. Netflix holds a commanding lead with over six million Australian subscribers.

A Proven Global Model Reaching Australia

Disney's ad-supported strategy is well-established internationally. Globally, approximately 30% of Disney+ subscribers are already on ad-supported plans, excluding Disney+ Hotstar in India. Disney projects its global ad-supported viewer base will reach 145.2 million in 2025, with advertising revenue projected at US$2.86 billion for the year.

The UK market offers a direct comparison. Disney+ captured 22% of all new paid subscriptions in the UK in Q2 2025, the highest share of any streaming platform, driven significantly by its ad-supported tier. Across the UK market, ad-supported tiers accounted for 37% of new subscriptions in Q2 2025, up from 26% in 2024.

Australia's streaming market is valued at A$4.19 billion in 2025 and is growing at an 18% compound annual rate through 2035, making it one of the most commercially significant streaming markets in the Asia-Pacific region.

Regulatory and Competitive Pressures Add Urgency

Australia's new local content legislation requires streaming platforms to allocate approximately 10% of Australian spending or 7.5% of local revenue to Australian content production. This obligation applies to Disney+, Netflix, and Paramount+. Advertising revenue from the new tier is therefore strategically important for Disney to offset these compliance costs.

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Disney CEO Bob Iger has publicly committed to steering subscribers toward ad-supported tiers by raising prices on ad-free options, with a stated target of 157 million monthly global ad-supported users. The Australian launch is part of that global mandate.

Warner Bros. Discovery's Max captured 20% of new Australian subscribers in its debut quarter, demonstrating that the local market responds quickly to new pricing options. Disney has not announced a specific launch date for the Australian ad-supported tier.