By Andy Fry

Walt Disney-owned streamer Disney+ launched its ad-supported subscription offering in the US yesterday, with more than 100 advertisers across all major categories on board. The ad-supported tier is due to roll out internationally in 2023.

“Today’s launch marks a milestone moment for Disney+ and puts consumer choice at the forefront,” said president, direct to consumer, Michael Paull. “With these new ad-supported offerings, we’re able to deliver greater flexibility for consumers to enjoy the full breadth and depth of incredible storytelling from The Walt Disney Company.”

“Today we welcome Disney+ with ads to the largest, most diverse and impactful portfolio in the industry,” said president, Disney Advertising, Rita Ferro. “We are committed to connecting our clients to the best storytelling in the world while delivering innovation and viewer-first experiences in streaming now and in the future.”

At launch, Disney+ Basic subscribers will enjoy the full content catalogue and key features that are also offered on via a premium plan. Existing Disney+ subscribers have the option to switch to the Basic plan for US$7.99/month. Those who choose to remain a Premium subscriber for US$10.99/month require no further action. New plans with ads are also available across the Disney Bundle and Hulu + Live TV.

Disney+ Basic has secured commitments from major agencies including Dentsu, Havas, Horizon, IPG, Omnicom Group, Publicis, RPA, Stagwell, and WPP. Ad categories involved at launch include retail, apparel, autos, financial services, restaurants, technology, telecom, consumer packaged goods and travel. Disney+ joins Netflix, which unveiled its own ad-supported tier in early November.