Deadline reports: “When Disney launches the ad-supported tier of Disney+ later this week, about one-quarter of current U.S. subscribers are expected to opt for the lower-cost version with ads, according to new research from Kantar. The firm, which conducted an online survey of streaming subscribers in the U.S. from September 5 to 24, found that about 23% of them would opt for the cheaper Disney+. About 46 million of the global tally of 164 million Disney+ subscribers are in the U.S. Starting Thursday, the price of Disney+ as a stand-alone will rise to $10.99 a month as the new ad-supported plan kicks in at $7.99. Prices of Disney+ as well as Hulu and ESPN+ will all continue to be discounted via the Disney Bundle.”

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