Disney+ could be gearing up to offer some of its content for free, according to reports from Business Insider. Adam Smith, Disney’s chief product and technology officer, reportedly mentioned this potential move during a town hall meeting on Thursday.

The idea is to better compete with free streaming services like YouTube and Tubi, which are gaining traction as more consumers turn to ad-supported entertainment options. Data from Nielsen shows that by April 2026, free streaming services accounted for 18.7% of U.S. television watch time, an increase from the previous year.

Disney+ would join a growing list of competitors like Netflix and Amazon Prime in offering some content without requiring subscriptions. Apple TV+ and Paramount+ are already providing non-subscribers with free episodes, which could make Disney’s move less surprising but more competitive.