Illustration by Nick Barclay / The Verge

The ad-supported plan on Disney Plus is a little less than one year old, but it has already become just as popular as the ad-free version. From March to September 2023, Disney says that 50 percent of new subscribers chose the $7.99 per month plan over the pricier commercial-free one.

That’s a sign that Disney’s ad-supported plan is on the rise, as Rita Ferro, Disney’s president of global advertising, tells The Hollywood Reporter that 40 percent of subscribers chose the ad-supported tier earlier this year. Disney first launched its ad-supported tier last December, and it’s starting to push more subscribers toward this cheaper option.

While Disney Plus joined several other streaming services in raising the price of its ad-free subscription…

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