Key Points
- Disney Advertising said more than 4,000 brands have advertised on Disney Plus across Europe, the Middle East and Africa (EMEA) since its advertising business launched there in 2023.
- More than 50 Disney Plus sponsorships have been activated in the UK, with additional sponsorships planned.
- Barb data showed UK reach for the Disney Plus ad-supported tier increased 58 percent year over year during the second quarter; monthly viewing hours for the ad-supported tier increased 49 percent over the same period.
Disney Plus is seeing strong growth from its advertising business in the United Kingdom, with revenue increasing 80 percent over the past year as Disney expands its advertising technology and sponsorship offerings across Europe, according to data released by the company this week.
Disney Advertising disclosed the figures during its UK Upfront presentation in London on Tuesday, during which the company shared information about upcoming programming from its various brands, including Pixar, Marvel, Star Wars, National Geographic, FX Studios and ESPN.
More than 4,000 brands have advertised on Disney Plus across Europe, the Middle East and Africa (EMEA) since Disney launched advertising on the streaming service in the region in 2023. In the U.K., more than 50 sponsorships have been activated on Disney Plus, with additional agreements planned.
Audience growth has accompanied the increase in advertising revenue: Data from Barb for the second quarter of 2026 showed the reach of the Disney Plus ad-supported tier in the U.K. increased 58 percent from the prior year, while monthly viewing hours rose 49 percent. Disney said viewers between the ages of 16 and 34 account for 43 percent of Disney Plus viewing hours in the U.K.
“The growth we’re seeing for Disney Advertising reflects the power and strength of our storytelling and fandom,” Deborah Armstrong, the Senior Vice President of Disney Advertising EMEA and UK and Ireland Country Manager for The Walt Disney Company, said on Tuesday.
Disney has been expanding its advertising technology infrastructure alongside the growth of its ad-supported streaming business. Disney Ad Server expanded into EMEA this summer, part of an effort to give advertisers a more unified system for planning, buying and measuring campaigns.
The company plans further development of Disney Audience Graph, which provides audience data used for activation and measurement, and Disney Compass, which combines planning, measurement and data collaboration. Disney Select uses those insights to create audience segments for advertisers.
Disney said it plans to bring additional advertising formats to the region, including Magic Words and Pause Ads, and is expanding sponsorship opportunities as well, allowing U.K. advertisers to associate their brands with specific genres, franchises, new and returning series, movies and seasonal programming.
