How to Advertise on Disney Plus

Disney Plus entered the streaming wars fashionably late but made up for it with an entrance that turned heads. What started as the home of Mickey Mouse and Marvel superheroes has transformed into something advertisers can't ignore: A platform with 150+ million subscribers spanning multiple generations, all consuming content sourced from an array of leading production companies (including Pixar, LucasFilms, and Fox Studios).

When Disney launched its ad-supported tier in late 2022, it wasn't just another streaming service joining the advertising fray. It represented prime real estate for brands looking to place their messages alongside some of entertainment's most valuable intellectual property. After all, where else can you advertise next to Baby Yoda, Bart Simpson, and the entire Marvel universe?

However, Disney's walled-garden approach to advertising presents challenges to agencies and brands looking to place ads within this ecosystem. From strict content guidelines to premium pricing, advertising on Disney Plus comes with its own playbook. Whether you're a seasoned media buyer or exploring streaming ads for the first time, navigating Disney's ecosystem requires understanding its unique landscape.

This guide breaks down everything you need to know about getting your brand on Disney Plus, from minimum budget requirements and targeting capabilities to creative specifications and performance measurement. 

Disney Plus definitely deserves a spot in your advertising strategy. So, let’s look at how you can make sure it pays off.

Key Takeaways

• Disney+ offers premium ad placement to 150M+ global users, with rich targeting and high viewer engagement across diverse demographics.
• Ad formats include pre-roll/mid-roll video, UI banners, branded slates, and interactive ads — all integrated into Disney’s brand-safe content.
• Strict creative guidelines apply: no political, alcohol, or mature content; ads must meet technical specs for video, audio, and banners.
• Ad limitations include no Roku support for Disney+ Basic, no ads in Junior Mode (kids content), and limited real-time campaign control.
• Buying options include self-serve via Disney Campaign Manager or programmatic PMPs for bundled inventory across Hulu, ESPN+, etc.
• Strategus helps advertisers bypass Disney+ constraints with cross-platform CTV strategies, advanced targeting, and real-time optimization. (Speak to a Strategus expert to learn more today.)

Why Advertise on Disney Plus?

Disney+ is quickly becoming the streaming industry’s newest darling as brands rush to connect with its highly engaged viewers who don't mind sitting through an ad to save a few bucks on their monthly subscription. As one of the only legacy media companies that successfully transformed into a big tech contender, Disney has proven its staying power.

Here’s Joel Cox, our Co-Founder and EVP of Innovation, has to say about it:

Massive and Growing Reach

As of early 2025, Disney+ boasts 150+ million global monthly active users on ad-supported plans, including 112 million in the U.S. alone. That reach continues to grow, driven in part by consumer demand for lower-cost subscriptions. 

In fact, 60% of new Disney+ subscribers opt for the ad-supported tier. This surge gives advertisers access to a broad and diverse viewer base across family households, Marvel and Star Wars fans, and general entertainment audiences.

Diverse and Engaging Ad Formats

Disney+ supports a wide variety of ad formats designed to fit seamlessly into the viewing experience while offering meaningful engagement opportunities for brands. Options include:

• Pre-roll, mid-roll, and post-roll in-stream video ads, integrated during content breaks.
• Banner placements throughout the user interface to keep brands top-of-mind.
• Sponsored content, such as branded segments and product placements, which enable subtle brand alignment within Disney+ programming.
• Interactive formats, encouraging viewers to take action directly from the screen — ideal for direct-response campaigns.

These options give advertisers flexibility to run awareness, consideration, and conversion-focused campaigns based on their goals.

Advanced Targeting Capabilities

Disney uses its rich first-party data and behavioral insights to target ads based on users’ interests, demographics, viewing habits, and even intent-based behaviors (e.g., upcoming travel plans). That said, because Disney is a walled garden with heavy restrictions on what data goes in and out of its platform, advertisers are limited in their ability to activate their own first-party data.

Premium Brand Alignment

Advertising on Disney+ also means associating with one of the most trusted names in global entertainment. Whether your audience is tuning in for Bluey, The Mandalorian, or The Bear, your brand appears in a premium, brand-safe environment, enhancing trust, credibility, and long-term brand affinity.

In short, Disney+ offers the scale, tools, and content quality needed to make a real impact across all stages of the marketing funnel.

Limitations of Advertising on Disney Plus

Disney+ might be the new shiny object in streaming advertising, but before you rush to move budget there, you should know about a few hurdles that could impact your campaigns:

Closed Ecosystem

Disney+ operates as a walled garden, restricting the flow of user data. This limits advertisers' access to the granular targeting, measurement, and attribution signals, as well as the ability to access cross-platform reporting.

Complex Rules and Restrictions

Like other major streaming platforms, advertising on Disney+ comes with a complex and evolving set of rules. This can include stringent pre-approval processes and limitations on ad content. Partnering with an experienced CTV provider like Strategus can help navigate these "gotchas" and ensure campaigns run smoothly and in compliance.

High CPMs

Advertising on Disney+ comes with a premium Cost Per Mile (CPM), which is why careful consideration of budget allocation and campaign goals is essential. Some advertisers have even pulled their campaigns from the platform because they weren’t seeing the ROAS needed to justify the steep price. 

Hardware Limitations for Roku Users

Here's something that might surprise you: Disney+ Basic (and its ad-supported bundles) don't work on Roku devices. Yes, you read that right — one of America's most popular streaming platforms can't access this VOD platform. That's a significant chunk of potential viewers your campaign simply won't reach, no matter how perfect your targeting.

Ads for Kids 

Think Disney+ is perfect for reaching families with young children? Think again. Disney's "Junior Mode" is ad-free by design. This means if you're targeting parents while they co-view with their kids, your ads won't appear during Bluey, Mickey Mouse Clubhouse, or other children's programming. The family-friendly brand is keeping its youngest viewers in an ad-free bubble.

Decline in Subscribers

Disney+ recently hit a concerning milestone: its first-ever subscriber decline, shedding 700,000 accounts in late 2024. The culprits? Price hikes (the ad tier jumped from $7.99 to $9.99) and crackdowns on password sharing. While North American numbers have held steady, the global dip suggests potential reach limitations and higher churn rates that could affect campaign performance going forward.

Lack of Real-Time Optimization Tools

If you're used to the nimble world of programmatic advertising, where you can tweak campaigns on a dime, Disney+ will feel like stepping back in time. Forget about those real-time optimization tools you've come to rely on. When advertising directly with Disney+, you're locked into your campaign settings with precious little room to maneuver.

Need to shift budget between audience segments based on performance? Want to adjust bidding strategy midway through a campaign? You'll have to get comfortable with longer lead times and a more rigid framework than what programmatic DSPs offer.

Overcoming Disney Plus Restrictions with Strategus

Disney+ advertising offers valuable brand alignment and premium content, but the platform limitations detailed above can present significant challenges for marketers managing campaigns independently.

At Strategus, we provide comprehensive CTV solutions as your fully managed programmatic advertising partner. We enhance Disney+ campaigns by integrating them into broader, cross-platform strategies that address these inherent limitations.

Our approach fills critical gaps in Disney's ecosystem. When Roku access isn't available through Disney+, we supplement with premium Roku inventory. When Junior Mode restricts family-focused advertising, we deploy sophisticated campaigns across complementary platforms like Hulu, YouTube TV, and other family-friendly environments to reach those same households.

The Strategus difference comes from our end-to-end management of the technical components that Disney+ doesn't provide: sophisticated audience targeting, continuous campaign optimization, strategic creative placement, and comprehensive performance measurement. Our team actively monitors campaign performance, implementing adjustments that wouldn't be possible through direct Disney+ buying.

This integrated approach delivers the premium environment Disney+ offers while adding the flexibility, control, and measurement sophisticated marketers require. Whether your objectives focus on brand awareness or driving conversions, our expertise ensures Disney+ becomes a more effective component of your media strategy.

Speak to a Strategus expert today to learn how we can help change your Disney+ advertising approach and maximize your streaming media investment.

How to Advertise on Disney Plus

Now that we’ve established the pros and cons of advertising with Disney Plus, here’s a breakdown of how you can advertise on this platform.

Step 1: Choose Your Buying Method

Before you can advertise on Disney Plus, you need to decide how you’ll purchase ad inventory. This choice determines how your campaign will be planned, executed, and optimized. Disney offers two main buying methods: self-service through Disney Campaign Manager and direct or programmatic buys through a Disney account team or private marketplace (PMP). 

At Strategus, we also offer a third option: managed CTV services. Here’s a table detailing the differences.

Disney Campaign Manager (DCM)

The self-service option, Disney Campaign Manager (DCM), gives advertisers control over campaign creation and management. This includes setting budgets, defining targeting parameters, uploading creatives, selecting ad formats, and monitoring performance. 

It’s designed for advertisers or in-house teams with digital media experience who prefer to manage campaigns end-to-end. However, it does have a learning curve and limits certain advanced features available through managed buys, like cross-platform bundling or premium sponsorships.

Programmatic PMPs

Alternatively, advertisers can go through direct deals or programmatic PMPs, typically brokered with Disney’s ad sales team or accessed via demand-side platforms (DSPs). 

This route gives access to premium inventory across the Disney portfolio, including Disney+, Hulu, ESPN+, and ABC streaming environments. It’s also the preferred method for advertisers running high-budget, large-scale campaigns that require more customization, broader reach, or enhanced measurement capabilities. 

This approach typically involves higher minimum spends but offers more flexibility, holistic planning, and integrated media strategies across multiple Disney-owned channels.

Managed CTV Services

At Strategus, we offer a streamlined managed services option for advertising on Disney+, which includes campaign planning and execution across multiple publishers and DSPs, including Disney+. 

This route unlocks hyper-targeting at scale through seamless integration with 400+ inventory and data partners, all while consolidating measurement into a single, unified dashboard. By outsourcing the operational burden, your team can focus on strategic goals, benefiting from our experience in navigating the nuances and restrictions inherent in platforms like Disney+.

The result? Maximum efficiency and campaign performance across the fragmented CTV landscape. 

Step 2: Set Campaign Goals and Audience Targeting

Once your buying method is in place, the next step is defining your campaign objectives and aligning them with audience targeting capabilities. Disney Plus supports a full range of goals — from top-of-funnel brand awareness to mid-funnel consideration and even lower-funnel performance tied to specific calls to action. How you set these goals influences everything from creative format to pacing.

With objectives in mind, you’ll configure targeting based on Disney’s proprietary data. Options include demographic filters like age, gender, income, and household composition, as well as behavioral and interest-based segments drawn from engagement across the broader Disney ecosystem. 

You can also geo-target by zip code or DMA, and use advanced tools like Disney’s Clean Room to match customer data for privacy-compliant precision targeting. Getting this step right ensures your message reaches the most relevant viewers, not just the largest audience.

Step 3: Select Ad Formats

With goals and targeting set, the next decision is choosing which ad formats will best support your campaign. Disney Plus offers a curated set of premium ad placements designed to integrate seamlessly into the viewer experience. Selecting the right mix of formats is critical to ensuring your message is both seen and remembered.

• In-Stream Video Ads: These include pre-roll, mid-roll, and post-roll placements. Mid-roll ads appear at natural content breaks and are most common. Ad lengths typically range from 15 to 60 seconds.
• Static and Animated Banners: These appear throughout the Disney Plus interface, such as the homepage or browsing screens. While less immersive than video, they offer consistent brand visibility across the platform.
• Branded Slates and Sponsorships: Custom placements like “Presented by” title cards or co-branded content integrations. These are best for long-term campaigns or thematic alignment with Disney’s original programming.

Step 4: Create Assets Under Disney’s Specifications

Before launching your campaign, you’ll need to prepare creative assets that meet Disney’s strict technical and content standards. These guidelines ensure high-quality, brand-safe experiences across the platform and apply to both video and banner placements.

• Video Duration: Accepted lengths include 15, 30, 45, and 60 seconds. Mid-roll ads are most common and should align with these standard durations to ensure smooth delivery.
• Resolution and Format: All video ads must be submitted in 1920x1080 resolution, with a preferred file format of .mp4 or .mov. Aspect ratio should be 16:9 for compatibility across devices.
• Audio Requirements: Stereo audio at 48 kHz sample rate is mandatory. Excessively loud or inconsistent sound levels may result in rejection.
• Content Restrictions: Disney prohibits ads featuring mature content, political messaging, alcohol, or controversial themes. Messaging must align with Disney’s family-friendly standards.
• Banner Specs: Static or animated files must meet dimension and size limits outlined by Disney’s UI design framework.

Step 5: Launch Campaign

Once your creatives are approved and your campaign is built, you’ll schedule a launch date. Use Disney Campaign Manager to monitor initial delivery or coordinate with your service partner to ensure rollout meets pacing and targeting benchmarks.

Initial delivery data typically becomes available within the first 24–48 hours of launch.

Step 6: Review Final Reporting and Attribution

Once your campaign concludes, the final step is to analyze performance through Disney’s reporting tools and attribution options. Disney Plus provides detailed post-campaign reports that include metrics such as impressions, video completion rates, frequency, and device breakdowns. These insights help assess reach and engagement across your target segments.

If your campaign ran through Disney Campaign Manager, you’ll be able to access this data directly within the platform. For managed campaigns or programmatic buys, reports are typically shared by your Disney account team or DSP partner. 

While Disney’s native reporting is robust for awareness metrics, advertisers looking for deeper performance insights, such as post-view behavior or cross-device attribution, may need to integrate third-party measurement solutions and run broader CTV campaigns that aren’t limited to Disney’s closed ecosystem.

Understanding what worked, what didn’t, and why is key to refining future campaigns. This final review should inform your next round of creative decisions, audience strategy, and platform investment. 

Closing Thoughts — Is Advertising on Disney Worth It?

Advertising on Disney+ offers more than just access to a massive audience — it provides placement within one of the most premium, brand-safe streaming environments available today. With high viewer engagement, diverse content, and audience targeting powered by Disney’s first-party data, the platform is well-positioned for advertisers seeking visibility and credibility in a clutter-free space. 

That said, advertising on Disney+ often becomes more of a branding exercise than a performance-driven one due to data transparency issues. Brand visibility and association with Disney's content can be valuable, but advertisers need to weigh the benefits of this in consideration of the high CPMs.

Challenges around creative requirements and platform complexity also exist, which is why many brands and agencies choose to partner with a CTV-managed service rather than go the self-serve route.  

If you’re looking for a team to help you with all the considerations that come with advertising on Disney+, including campaign planning, creative alignment, precision targeting, and cross-device retargeting, then partnering with Strategus is the way to go.

As a fully managed programmatic advertising partner, we help brands execute high-impact CTV campaigns that include platforms like Disney+ and 200+ other publishers. We provide hands-on support, omnichannel retargeting, real-time optimization, and attribution that connects upper-funnel visibility to lower-funnel results. 

Speak to a Strategus expert today and learn more about how we can make your Disney+ campaign work harder and smarter.

Frequently Asked Questions

What Types of Businesses Should Advertise on Disney+?

Businesses across various industries, including retail, entertainment, travel, and consumer goods, can benefit from advertising on Disney+. The platform's diverse audience and targeting options make it suitable for brands aiming to reach families, young adults, and other demographic groups.

How Does Disney+ Compare to Other Streaming Ad Platforms?

Disney+ offers a premium, brand-safe environment with advanced targeting capabilities, making it a strong contender in the streaming ad space. Its association with Disney's trusted brand enhances credibility and can help advertisers connect with engaged audiences.

What Are the Minimum Budget Requirements for Disney+ Ads?

While specific budget requirements may vary based on campaign goals and targeting parameters, Disney+ typically offers flexible pricing options to accommodate different advertiser needs. Consider discussing your budget with an advertising partner to identify the best approach for your campaign.

How Can Advertisers Ensure Brand Safety on Disney+?

Disney+ provides a brand-safe environment by placing ads alongside high-quality, family-friendly content. Advertisers can further enhance brand safety by selecting appropriate targeting criteria and working with trusted partners to manage their campaigns effectively.