“Consistency around definition is going to be really important because I think some people use subscriber numbers, and some people use account numbers as monthly active users,” Ferro said. “I think that’s the challenge of making sure that we have consistency across all of our platforms—to make sure that we can define what that is and that it is a valid metric for our marketing partners.”

The ads president also said the company was seeing consistent growth across its ads plans, with more than half of new users regularly opting for the ad-supported tiers.

“We know that over 50% of the people who are signing up for Disney+ are choosing the ad tier,” Ferro said. “The number fluctuates, but it’s definitely over 50% consistently on a month-to-month basis.”