Disney is considering a free streaming option to compete with YouTube.

You might soon have the chance to enjoy content on Disney Plus without spending a dime. Reports suggest that Disney is exploring the idea of introducing a free tier for its streaming service, which launched in 2019, in a bid to keep pace with competitors like YouTube and Tubi.

During a streaming town hall on July 9, Adam Smith, the chief product and technology officer, hinted at these potential plans. While no specific timeline or details were shared regarding the proposal to allow viewers to access Disney Plus content without a subscription, it appears to be part of a broader conversation at Disney about enhancing fan engagement.

Currently, a standalone Disney Plus subscription costs $11.99 with ads and $18.99 without. There are also various bundles available that combine Disney Plus with other services, including Hulu and HBO Max. Recently, Disney announced plans to merge Hulu and its standalone app into Disney Plus.

Introducing a free plan for Disney Plus would align with similar strategies from various competing streaming platforms. YouTube and Tubi are among the largest players in this space. Fox, the parent company of Tubi, is doubling down on free streaming by acquiring Roku for $22 billion. Roku also operates its own free streaming service, The Roku Channel. Together, The Roku Channel, Tubi, and YouTube made up over 18% of U.S. TV watch time in April, according to Nielsen data.

As subscription-based services like Disney Plus continue to increase their prices, they face growing challenges in competing with free options. While some paid services offer limited free trials, major players like Netflix and Apple TV Plus do not provide a free access plan. If Disney can successfully roll out a free tier for its streaming service, it could gain a significant advantage over its rivals.