Disney+ is launching its ad-supported plan in the US today. Disney+ with ads is priced at $7.99/month, which is what the previous ad-free plan used to cost in the US. Unfortunately, this ad-free Disney+ plan is getting a price bump and it now costs $10.99/month.

“Existing Disney+ subscribers have the option to switch to the Basic plan for $7.99/month. Those that choose to remain a Premium subscriber for $10.99/month or $109.99/year require no further action,” Disney explained today.

Disney+ Basic with ads offers the same content as the ad-free Disney+ Premium plan, and subscribers can stream content in the same high-quality video formats on up to four supported devices simultaneously. However, Disney+ Basic subscribers won’t have access to Downloads, Dolby Atmos audio, as well as the GroupWatch and SharePlay social features.

According to Disney, more than 100 advertisers came on board for the launch of Disney+ Basic with Ads today. Subscribers will see about four minutes of ads in an hour, which is similar to the 4 to 5 minutes of ads Netflix’s new ad-supported plan displays. At $6.99/month, Netflix’s Basic with ads plan is slightly cheaper, though the video quality is limited to 720p and some content isn’t available due to licensing restrictions.

In addition to this new Disney+ Basic with ads plan, Disney also offers a Disney+ and Hulu bundle (with ads) at $9.99/month. There’s also a $12.99/month Disney Bundle Trio Basic that adds ESPN+ (with ads) to the mix.

“Today’s launch marks a milestone moment for Disney+ and puts consumer choice at the forefront,” said Michael Paull, president, Direct to Consumer. “With these new ad-supported offerings, we’re able to deliver greater flexibility for consumers to enjoy the full breadth and depth of incredible storytelling from The Walt Disney Company.”

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