Disney+ may be getting ready to copy one of the fastest-growing trends in streaming, and Tubi wasted absolutely no time pointing it out.
Following reports that Disney is internally discussing a free version of Disney+, Tubi fired off a short but pointed response on X.
often imitated never duplicated https://t.co/74kEoIPiTt
— Tubi (@Tubi) July 10, 2026
READ: Moana 2026 Is Nearly a Copy-and-Paste of the Original: And That Leads to One Very Awkward Moment
“Often imitated never duplicated,” Tubi said.
It was only five words, but they landed with the subtlety of a wrecking ball.
Disney Is Reportedly Exploring a Free Disney+ Tier
According to a new report from Business Insider, Disney executives are discussing the possibility of introducing a free version of Disney+ that would make a limited selection of movies and television shows available without a subscription. The proposal remains in the discussion phase, with no launch date or finalized strategy currently announced.
The report says Disney’s interest comes as viewers increasingly gravitate toward free, ad-supported streaming platforms such as YouTube, Tubi, and The Roku Channel. Nielsen data cited in the report shows those free services continuing to gain television viewing share as consumers become more selective about monthly subscriptions.
In other words, Disney appears to be acknowledging something the market has been showing for quite some time: consumers like free stuff.
That’s Been Tubi’s Entire Business Model
Unlike Disney+, Netflix, or HBO Max, Tubi has never built its business around monthly subscriptions.
Instead, the service offers thousands of movies and television shows completely free, supported by advertising. That approach has allowed Tubi to grow into one of the largest FAST (Free Ad-Supported Television) streaming platforms in North America, attracting roughly 100 million monthly active users.
The Tubi Logo – Tubi
If Disney launches a free tier with a limited catalog, it would represent a significant shift from the subscription-first model the company has pushed since Disney+ launched in 2019.
That makes Tubi’s jab particularly effective.
The implication is obvious: Disney isn’t innovating—it’s following a strategy that Tubi has already spent years proving can work.
The Murdochs Are Challenging Disney Again
There’s another layer to this story that makes the exchange even more interesting.
Tubi is owned by Fox Corporation, the company controlled by the Murdoch family after Disney purchased most of 21st Century Fox’s entertainment assets in 2019.
That landmark $71.3 billion acquisition gave Disney control of 20th Century Fox’s film and television studios, FX, National Geographic, and much more, while the Murdochs retained the newly formed Fox Corporation, which included Fox News, Fox Sports, and the Fox broadcast network.
Just one year later, Fox Corporation acquired Tubi for $440 million.
Bob Iger via New York Times Events YouTube
At the time, many viewed the purchase as a relatively small streaming investment compared to Disney’s massive Disney+ ambitions.
Today, that investment looks increasingly significant.
Fox has doubled down on free, advertising-supported streaming while Disney has spent years chasing subscription growth. Now, reports suggest Disney may be moving toward the very model Tubi has championed all along.
It’s an ironic twist.
After selling the majority of their entertainment empire to Disney, the Murdochs may now be watching one of their remaining media companies influence Disney’s streaming strategy.
Is Disney Playing Catch-Up?
It’s important to note that Disney hasn’t officially announced a free version of Disney+, and internal discussions don’t always become finished products.
Still, the fact that the idea is reportedly being explored says something about where the streaming industry is heading.
For years, success was measured almost entirely by subscriber counts. Now, companies are looking for new ways to reach audiences who have grown tired of adding yet another monthly bill.
The Disney logo with a Tron Ares Overlay – YouTube, Disney
Tubi has already been operating in that world. Disney may simply be acknowledging that consumers increasingly want flexibility—and that free, ad-supported entertainment isn’t just an alternative anymore. It’s becoming one of the industry’s fastest-growing segments.
Whether Disney+ eventually launches its own free tier or not, Tubi has already won the social media moment.
Five words were all it took to remind everyone who got there first.
How do you feel about Tubi firing a shot at Disney+? Sound off and let us know!
UP NEXT: ‘Moana’ Crashes in Thursday Preview Box Office With Dismal $4.5 Million Showing
