A number of the new players in the streaming space are counting on free subscriptions and deep discounts to lure customers to their emerging services. The AP reports that Apple, Disney and AT&T’s WarnerMedia, who all hope to challenge Netflix with new streaming services, are all offering introductory deals on those services.

“Apple TV Plus debuts Friday for $5 a month with just nine shows and a few more coming soon,” the AP reports. “It’s already cheaper than the $13 a month Netflix charges for its most popular plan. Buyers of any new iPhone, iPad, Apple TV, Mac or iPod Touch get a year for free.”

The Apple TV Plus service could deliver an audience of about 40 million users, the story reports. By comparison, Netflix has about 158 million subscribers worldwide while Hulu has 28 million.

The report notes that Disney Plus, which rolls out Nov. 12, is also cheaper than Netflix at $7 a month.

“Disney struck a deal with Verizon to give customers of all unlimited wireless plans and some home-internet customers a free year,” the story reports. “Members of Disney’s free D23 fan club were also eligible to buy three years of Disney Plus service up front for the price of two years.”

Disney is reportedly aiming to round up 60 million to 90 million customers worldwide by 2024.

“AT&T’s HBO Max, which launches in May for $15 a month, is the most expensive of the new services. That could make it tough for AT&T to reach its goal of 50 million U.S. customers and 75 million to 90 million worldwide by 2025,” the AP reports. “But AT&T will make the service free for about 10 million existing HBO subscribers, or about a third of its U.S. subscribers. HBO Max will also be included with AT&T’s higher-tier wireless and broadband offerings.”