Over 4,000 brands advertising on Disney+ across EMEA
October 7, 2026

By Nik Roseveare



Disney Advertising welcomed key clients, brands and advertisers to its UK Upfront event in London on October 6th to celebrate the growth of its Disney+ streaming platform and spotlight upcoming content from Disney, Pixar, Marvel, Star Wars, National Geographic, Hulu, FX and ESPN.

The event came at a milestone moment for Disney Advertising with more than 4,000 brands advertising on Disney+ across EMEA since launching in 2023, and revenue for the advertising business in the UK alone up 80 per cent year on year. Sponsorship demand also continues to grow, with over 50 sponsorships activated on Disney+ in the UK, with more on the way.


This follows the expansion of Disney Ad Server into EMEA in the summer, creating a more connected, data-informed advertising ecosystem, designed to make it easier for brands to plan, activate, and measure at scale.

Barb Q2 2026 results show that the reach of the Disney ad tier in the UK has increased by 58 per cent year on year, with monthly viewer hours are up 49 per cent in the same time period.

Deborah Armstrong, SVP, Disney Advertising EMEA and UK and Ireland Country Manager, The Walt Disney Company, commented: “The growth we’re seeing for Disney Advertising reflects the power and strength of our storytelling and fandom. Audiences are actively choosing to spend time with our series, characters and the franchises they love. And our audience are highly relevant for advertisers; 43 of viewing hours on Disney+ in the UK are watched by 16-34 year olds. Brands can connect with highly engaged and emotionally connected viewers. Combined with our continued investment in advertising technology, measurement and partnerships, we’re making it easier than ever for advertisers to harness the power of Disney fandom at scale.”

Expanding proven innovation solutions in EMEA

Over the next year, Disney says it will continue to unify planning, buying and measurement for advertisers in the UK, expanding its advertising technology capabilities while creating a more seamless experience for clients.

At the foundation is Disney Audience Graph, powering audience understanding, activation and measurement across its ecosystem. Built on that foundation, Disney Compass brings planning, measurement and data collaboration together in one connected experience, alongside its clean room solution.

Those insights power Disney Select audience segments, helping brands reach audiences at scale. And with innovations such as Magic Words and Pause Ads on the way, Disney says it is creating new ways for advertisers to connect with audiences through “the stories, fandoms and moments they love”.

Creative partnerships

Brands value premium context and appearing alongside stories and fandoms audiences already trust. Earlier this year, Disney Advertising launched its first UK brand integrations around Rivals season 2; Waitrose’s tie-in (including a Rivals-inspired nostalgic food range) doubled brand likeability and drove 75 per cent ad recall, suggesting integrated partnerships built around cultural buzz translates into real results.

UK sponsorship options have also now expanded; brands can now align with genres, franchises, new and returning series, movies, and seasonal moments.

Content that drives fandom

Upcoming titles including Hulu Originals Count My Lies and the second season of Ryan Murphy’s All’s Fair, and UK Hulu Originals Castle Man (w/t) and Oasis: Don’t Look Back in Anger, alongside new titles from Marvel Studios, such as VisionQuest.