Disney+ is introducing a new plan with ads in a few weeks and raised prices for ad-free content, the company announced.

The ad-supported plan, called Disney+ Basic, will cost $7.99 per month, while Disney+ Premium will be ad-free. The streaming service does not currently have ads on its programming, so current users who want to keep that feature will go from paying $7.99 a month to $10.99 a month.

The new pricing model will go into effect on Dec. 8.

The decision follows a similar approach from Netflix, which began offering ads earlier this month.

The Walt Disney Co. announced in August that Disney+ added 14.4 million subscribers in the quarter ending June 30, while Netflix lost subscribers for the first time in a decade during the first quarter of this year.

Disney+ recently sent out an email demanding that subscribers verify their age and gender to avoid any interruption to your streaming; which has nothing to do with paying for service and the content that is delivered on the platform.

However, it has everything to do with advertising or an effort to force people to pay the extra $3 for an ad-free experience that does not target age or gender specifics.

Here is what Disney+ says directly on their site about why they need your birthday and gender.

The Disney+ Subscriber Agreement requires you to be 18 years of age, or the age of majority in your state or territory of residence, to purchase Disney+. By collecting your birthdate and establishing a billing relationship with you (on our site or through a third party), we are confirming your eligibility for Disney+. We may also use your birthdate as described below under “Are there other ways you use my birthdate.”

Disney+ is also requiring what best describes your gender. This information will be used to personalize your experience, which may include ads, and in other ways consistent with our Privacy Policy. This information is not required for profiles associated with birthdates under 13, and you may elect “Prefer not to say” in lieu of an identification.

Are there other ways you use my birthdate?

We may use your birthdate in a manner consistent with our Privacy Policy, consistent with applicable law and the choices and controls that may be available to you. For example, we may use your birthdate to:

• Comply with age-related legal obligations
• Personalize your content and experiences
• Provide product features and recommendations
• Operate, understand, analyze, optimize, develop, or improve our services
• Deliver targeted advertising to you
• To learn more about how we use your information for personalization and tracking, please visit Online Tracking Technologies and Advertising

 

You can learn more about our privacy and data collection practices by visiting their Privacy Policy.

Will my birthdate determine what I can watch?

The birthdate associated with the account/profile will not be linked to its Content Rating. This means that you will not be blocked from viewing any particular show or movie based on the birthdate you provide. If you wish to control the type of content available to a particular profile you can do so with Parental Controls.

Are there other ways you use my gender?

We may use your gender in a manner consistent with our Privacy Policy, consistent with applicable law and the choices and controls that may be available to you. For example, we may use your gender to:

• Personalize your content and experiences
• Provide product features and recommendations
• Operate, understand, analyze, optimize, develop, or improve our services
• Deliver targeted advertising to you
• To learn more about how we use your information for personalization and tracking, please visit Online Tracking Technologies and Advertising

 

Buuuut, what if I don’t what to provide my birthday or gender.

Providing a birthdate is required for all Disney+ accounts/profiles while a gender is required for all accounts/profiles over the age of 13. Note that for gender submission, you may elect “Prefer not to say.” If you do not wish to provide your birthdate or gender, you may cancel your account by visiting your Account page or by contacting Disney+ Support.