Disney+ has changed its terms of service to allow advertising to be included across all subscription plans, including premium.

On Sept. 20, online media outlet Gigazine reported that Disney+ subscribers must now agree that ads may be included before and after movies or programmes, and those who do not agree cannot use the service.

The key point is that the existing distinction of an "ad-free" plan has effectively weakened. The revised terms apply a common condition to all plan subscribers that ads may be included before and after movies and programmes. As a result, even choosing a more expensive plan makes it harder to be assured of a viewing environment in which ads are completely excluded.

Disney informed subscribers of the change in a notice email. The notice said that "commercials or PR content may be included". Since using the service itself is based on agreeing to the terms, users must accept the changed conditions to keep watching.

The scale of the change is clearer when looking at the product structure of Disney+ in the United States. Disney+ has been offered there in multiple combinations, including bundles with Hulu and ESPN, bundles with Hulu and HBO Max, stand-alone offerings, and an NFL+ Premium combination. Within each product, plans were divided by whether ads were included.

The simplest Disney+ stand-alone offering supported 4K UHD and HDR and allowed simultaneous viewing on multiple devices regardless of whether ads were included. Detailed benefits differed. The ad-supported plan supported 5.1-channel audio, while the ad-free plan supported Dolby Atmos and allowed downloads to up to 10 devices. The monthly fee was $11.99 (about 17,000 won) for the ad-supported plan and $18.99 (about 26,400 won) for the ad-free plan.

With this revision, differences based on price and features remain, but the presence of ads is no longer likely to be a clear dividing line. By leaving open the possibility that ads can be included in all plans, the structure now requires even higher-tier users to accept potential ad exposure. Disney's official U.S. guidance still says a "Premium" (no ads) plan exists and that on-demand movies and programmes are generally provided without ads. Therefore, it is more accurate to see this change not as the immediate abolition of an ad-free plan, but as broadly opening up the possibility of ad and promotion exposure in the terms.

Japan and the United States also have different plan structures. In Japan, the service currently operates with two plans, Standard and Premium. Standard offers two simultaneous streams, 5.1-channel surround sound as the best audio quality, and 1080p full HD as the best video quality. Premium offers four simultaneous streams, Dolby Atmos, and support for 4K UHD and HDR. Both plans are currently presented as ad-free streaming.

South Korea also currently offers Standard and Premium plans, and both are presented as ad-free streaming. Standard supports up to 1080p full HD and 5.1 sound with two simultaneous streams, while Premium supports up to 4K UHD and HDR, Dolby Atmos and four simultaneous streams. Disney, however, states that some promotional or advertising content may be included.

Discussion of introducing a free plan is also drawing attention again. Disney said in July that it was reviewing the possibility of introducing a free plan that would offer some content without a subscription fee. The specific launch timing and the scope of what would be offered have not been decided.

Ultimately, this move does not stop at a simple terms revision. By leaving open the possibility that advertising and promotional content can be included in all plans, Disney+ is showing a shift in how plans are differentiated toward features such as picture and sound quality, simultaneous viewing and downloads. Key questions are whether the actual scope of advertising will expand beyond the United States, and how it will tie in with discussions of a free plan.