Disney's popular streaming platform Disney+ is set to introduce ads to its service.
Users will be given the option of paying more for their current, ad-free service or switching to an ad-based subscription which costs the same.
Ad-free Disney Plus will cost £8.99 per month while an 'ad-supported' option will cost £6.50—the current price of the service without ads.
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The media giant believes making users watch ads during shows and movies will 'appeal to an even broader audience' than before, even though most people started streaming because it didn't have ads.
Disney's chairman of media and entertainment distribution, Kareem Daniel said the plan will "provide greater consumer choice at a variety of price points to cater to the diverse needs of our viewers and appeal to an even broader audience."
According to Disney, viewers will be subjected to 4 minutes of ads per hour.
However, fans of streaming services are outraged. One Twitter user, J Tanooki, said: "If it's ad-supported, it should cost less. An empire like Disney is double dipping into both ad revenue and the consumer. Their corporate greed is really showing here."
Another said: "I don't understand streaming services with ads! Like you are stealing my money already!"
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Disney+ isn't the only streaming service set to introduce an ad tier.
Netflix plans to introduce ads and start charging subscribers for sharing their passwords.
The company is currently running a trial of the system in Latin America where it offers a lower monthly subscription in exchange for ads.
The plans were announced after it was revealed Netflix had lost subscribers for the first time in its 10 year history, with 200,000 subscribers ditching the service.
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