Disney+’s ad-supported tier, expected to launch late this year, will limit commercials to about four minutes per hour, and eschew ads in programming targeted to preschoolers.
The specifics were revealed by Disney executives in interviews with TheWall St. Journal.
At four minutes, Disney+’s ad load would be about the same as the ad-supported tier of HBO Max, slightly lower than Peacock’s (5 minutes per hour), and about 50% lower than the ad-supported tier of Hulu, which is majority-owned by Disney.
Disney+ is looking for a $50 to $60 CPM, which is in line with other major streaming services, ad buyers told The Journal. (Disney isn’t commenting on planned ad pricing.)
As for young children, Disney+ is vowing it will never “collect data on individual kids to target them,” Disney’s President of Ad Sales and Partnerships, Rita Ferro, said.