Disney+ Launches Ad-Supported Tier in Belgium

Disney+ is continuing its expansion by introducing an ad-supported tier in Belgium starting in early 2026. For just €6.99 a month, viewers in Belgium can now choose the new Standard with Ads plan, which offers a more affordable alternative to the existing ad-free Standard tier at €10.99 and Premium tier at €15.99.

Following its successful rollout in other European markets like the UK, France, Germany, and the Nordics, Disney+ is bringing the Standard with Ads option to Belgium on 27 January 2026. This tier provides up to 1080p Full HD quality, allows for two concurrent streams, and does not offer offline downloads (those are reserved for the ad-free plans).

Marco de Ruiter, Disney+ country manager for Benelux, confirmed the timing and pricing for the new tier, emphasizing that this move provides Belgian consumers with more choice while also creating new opportunities for advertisers to reach audiences through premium inventory.

To manage advertising on Disney+ in Belgium, the company has chosen Antwerp-based sales house Transfer Media as its exclusive advertising representative. This partnership will handle pre-roll and mid-roll spots within the Standard with Ads tier, offering local buyers a centralized access point to reach audiences around popular Disney, Pixar, Marvel, Star Wars, National Geographic, and Hulu content.

Disney+ is following a trend towards hybrid subscription models with this new offering. Ad-supported tiers have become a key growth driver for the service in the US and Europe, with research indicating that ad-supported options are gaining popularity and are expected to surpass ad-free streaming in key markets like the UK by mid-2026.

In Belgium’s competitive TV and video market, Disney+ enters the arena with strong family and franchise content alongside local sales houses like DPG Media, Ads & Data, and VAR. This move coincides with the introduction of ad-funded offerings from other international players like HBO Max in Western Europe.

Additionally, the new ad-supported tier from Disney+ has the potential to boost the company’s sports offerings in Belgium. By including live football events, such as the UEFA Women’s Champions League, in the ad-supported environment, Disney+ can provide more opportunities for Belgian advertisers to reach audiences during premium live events.