The ad-supported version of the Disney+ service launched Thursday, attracting major advertisers from different sectors, bringing in new revenue as Walt Disney Co strives to push its streaming business into profitability.
A man looks at his phone as he passes by a screen advertising Walt Disney's streaming service Disney+ in New York City, U.S., November 12, 2019.
The company is under pressure to turn a profit on its streaming business, which posted a $1.5 billon loss in the company's most recent quarter. Investor unhappiness about deepening losses hammered the company's stock and helped set the stage for the ouster last month of Chief Executive Bob Chapek, and return of longtime Disney leader, Bob Iger.
A $3-a-month price increase also took effect Dec. 8, bringing the price for the ad-free version of Disney+ to $10.99. Disney+ with ads costs $7.99. Researcher Kantar projects that one out of four Disney+ subscribers could switch to the less-expensive version of the service with advertising. As subscriber growth slows in North America, Netflix similarly introduced commercials to bolster revenue and support its estimated $17 billion annual content spend. Other streaming services, such as HBO Max, Paramount+ and Peacock, also offer ad-supported versions of their streaming services, emulating the business model that has long supported the television business.
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