Press.disney.co.uk
LONDON, UK – 6 October 2026: Today, Disney Advertising welcomed hundreds of key clients from agencies and brands to its UK Upfront event in London to celebrate the growth and power of premium streaming platform Disney+ and the breadth of its unmissable entertainment offering, spotlighting content and upcoming titles from Disney, Pixar, Marvel, Star Wars, National Geographic, Hulu, FX and ESPN.
The event comes at a milestone moment for Disney Advertising with more than 4,000 brands advertising on Disney+ across EMEA since launch in 2023, and revenue for the advertising business in the UK alone up 80% 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.
Recent BARB Q2 results show that the reach of the Disney ad tier in the UK has increased by 58%* year on year, with monthly viewer hours are up 49%* in the same time period. The Disney+ difference for media buyers is the combination of content and capability: Disney brings together the stories, series and fandom that command attention, while Disney Advertising provides the targeting, measurement, and partnership tools to activate around them.
Deborah Armstrong, SVP, Disney Advertising EMEA and UK and Ireland Country Manager, The Walt Disney Company, said: “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 will continue to unify planning, buying and measurement for advertisers in the UK, expanding its proven 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 our ecosystem. Built on that foundation, Disney Compass brings planning, measurement and data collaboration together in one connected experience, alongside our clean room solution.
Those insights power Disney Select audience segments, helping brands reach high-value audiences at scale. And with innovations like Magic Words and Pause Ads on the way, we're creating new ways for advertisers to connect with audiences through the stories, fandoms and moments they love.
Creative partnerships underpinned by premium content
Brands value premium context and appearing alongside stories and fandoms audiences already trust.
Earlier this year, Disney Advertising launched the 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% ad recall, showing how 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, blockbuster movies, and seasonal moments like Huluween and Christmas.
Can’t-Miss content that drives fandom
The content showcase also shared special previews of 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 a sneak peek of upcoming titles on the way from Marvel Studios.
Members of the celebrated team behind award-winning UK Hulu Original ‘Rivals’ also took to the stage to give advertisers a glimpse into forthcoming episodes. Executive Producer and Writer Dominic Treadwell-Collins and Executive Producer Felicity Blunt were joined on the panel by cast members Aidan Turner (Declan O’Hara) and Victoria Smurfit (Maud O’Hara).
Season 2 of ‘Rivals', made by Happy Prince, part of ITV Studios, returns with new episodes on Disney+ on 11 November.
Closing the event, Stanley Tucci also took part in a Q&A, offering a preview of what audiences can expect from his upcoming National Geographic series ‘Tucci in Great Britain’.
Agencies and advertisers were invited to experience immersive activations celebrating some of the unmissable content from Disney+, including Disney, Pixar, Hulu, Star Wars, National Geographic, Hulu and FX.
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ENDS
*Source: BARB Q2 2026 vs Q2 2025 | Individuals 4+)
**Source: Barb | Jan-Aug 2026 | Profile Base: Adults 16+.
Press contact:
Kate Davis, kate.davis@disney.com
About Disney+
Disney+ is the dedicated streaming home for movies and shows from Disney, Pixar, Marvel, Star Wars, and National Geographic, along with ‘The Simpsons’ and outside the U.S., general entertainment brand Hulu. As the flagship direct-to-consumer streaming service from The Walt Disney Company, Disney+ serves as a connection point for audiences around the world with an unmatched collection of award-winning general entertainment, gold-standard family programming and global sports programming from ESPN. With unprecedented access to Disney’s long history of incredible film and television entertainment, it is also the exclusive streaming home for the newest releases from The Walt Disney Studios. For more, visit disneyplus.com, or find the Disney+ app on most mobile and connected TV devices.