Disney is banning Netflix ads on its entertainment TV networks, aiming to make it harder on the streaming giant as the company is preparing to launch its own streaming service Disney+. Disney owned ESPN will still accept Netflix ads.
Out of a total advertising budget of $1.8 billion last year, Netflix spent $99.2 million on TV ads, 13% of them going to entertainment channels part of the Disney group.
Apparently, Disney is targeting Netflix in particular, as the move won’t affect Amazon, Apple or Comcast, all of which have streaming services of theirs. Then again, Disney+ will not be launching on Amazon’s Fire TV platform, so things aren’t exactly peachy there either.
Disney+ will be launching in the US and Canada on November 12, offering Stars Wars and Marvel content on top of Disney’s own. The monthly subscription fee will be $6.99, which compares favourably even against Netflix’ most affordable non-HD Basic plan ($8.99).