Disney is “exploring a free product” for streaming customers, CEO Josh D’Amaro confirmed in a call with investors today. A free streaming service would also generate more ad revenue, which has become increasingly important for streaming services challenged by plateauing subscriber numbers, subscriber churn, and competition from cheaper and free rivals. A free streaming product might also generate more interest in Disney+ subscriptions, the executive added. Disney executives didn’t detail what a free, Disney-owned streaming offering would look like. A free tier could help Disney+ stand out from other subscription video-on-demand platforms, like Netflix and HBO Max, amid frustration with constantly rising prices.