What do we like to browse our streaming platforms, choose a series or a film without being interrupted by advertising that we have not requested… Oops, is this sentence already outdated?

Disney will launch, at the end of the year, a formula of its Disney + subscription video service integrating advertising, a new offer that the entertainment giant sees as one of the "cornerstones" of its development.

Since the launch of Disney+ in November 2019, Disney had chosen a single version without advertising, like its big competitor Netflix.

But it already offered two formulas for its Hulu platform, with or without advertising, and had included spots in the programs broadcast on the group's third streaming service, ESPN +.

“Making Disney+ available to a wider audience at a lower price benefits everyone, consumers, advertisers, and creators alike,” said Kareem Daniel, president of Disney Media and Entertainment Distribution, in a statement. monetization of content and streaming.

Objective: reach 230 to 260 million subscribers

Asked by AFP, Disney did not communicate prices for this new offer which will be launched “end of 2022” in the United States, with “the project of extending it internationally in 2023”, according to the press release.

"The offer including advertising is considered one of the cornerstones to reach the objective of 230 to 260 million subscribers to Disney + by 2024", a forecast already communicated previously by the group.

By launching this offer, Disney is seeking to position itself as a major player in online advertising, by pooling the advertising management of its streaming platforms as well as its amusement parks and cruises.

Netflix now appears to be the only one to defend a model totally excluding advertising, Amazon also offering an offer with advertisements, under the IMDb TV flag.

Launched in May 2020, initially without an advertising option, HBO Max had put a second offer on the market, with advertising and less expensive, in June 2021.

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