In the end, it all leads to advertising. This is just the basic business model in the US/World right now. Get enough eyeballs on your product, whether it's TV, social media, AI, the ditch on the side of the highway; then monetize it with ads. I don't understand why at this point anyone is surprised that a company like Disney would put ads every possible place, even their highest tier of streaming.
"But I specifically chose the highest option so I wouldn't see ads!" well, now you have the option to pay the highest tier to see less ads. For now. By paying for the highest tier, Disney knows you are a higher quality consumer with the most disposable income of all the users on that platform; that's exactly the users Disney can charge the most for advertising spend. From an exec's standpoint, why wouldn't you? sure, they'll lose some paying customers, but will probably make more in the short term at least, which is all that matters.
"But I specifically chose the highest option so I wouldn't see ads!" well, now you have the option to pay the highest tier to see less ads. For now. By paying for the highest tier, Disney knows you are a higher quality consumer with the most disposable income of all the users on that platform; that's exactly the users Disney can charge the most for advertising spend. From an exec's standpoint, why wouldn't you? sure, they'll lose some paying customers, but will probably make more in the short term at least, which is all that matters.