Disney+ and Hulu Hike Prices for Fourth Consecutive Year, Pushing Ad-Free Tiers to $21.49

Key points

• Ad-free standalone plans for Disney+ and Hulu will increase from $18.99 to $21.49 per month, a 13% rise.
• Ad-supported standalone plans for both services will increase from $11.99 to $12.49 per month.
• The ad-free Disney+/Hulu bundle will rise from $19.99 to $21.99, while the ad-supported bundle remains at $12.99.
• Hulu + Live TV packages will increase by $10, with the ad-supported tier rising to $99.99 and the ad-free tier to $109.99.
• New subscribers will face the higher prices immediately, while existing customers will see the changes on their next monthly bill.

Background

This is the fourth consecutive year Disney has raised prices for its streaming services, following hikes in October 2022, October 2023, October 2024, and October 2025. The ad-free Disney+ tier has nearly doubled since 2023, rising from $10.99 to $21.49. In August 2026, Disney announced plans to merge Disney+ and Hulu into a unified app experience. Recent price hikes for ESPN streaming services, effective September 17, 2026, also contributed to increased costs for bundled subscriptions.

How outlets are covering it

Variety emphasizes the strategic push toward bundles, noting that the ad-free bundle is nearly half the cost of buying services separately. Ars Technica highlights the competitive pressure from Netflix, noting that Disney+ and Hulu are now more expensive than Netflix’s standard ad-free plan ($20) unless 4K/HDR is required, and points to Disney’s 116% year-over-year increase in operating income for Disney+ and Hulu as a driver for the hikes. CBS News provides a detailed breakdown of all affected plans, including ESPN bundles, and notes that the ad-supported Disney+/Hulu bundle remains unchanged at $12.99. All sources agree on the core price increases but differ in emphasis: Variety focuses on bundle strategy, Ars Technica on profitability and competition, and CBS News on comprehensive pricing details.

Why it matters

The price hikes reflect Disney’s ongoing effort to achieve profitability in streaming, a sector where Netflix has demonstrated strong margins. By raising prices and incentivizing bundles, Disney aims to reduce churn and stabilize revenue in a competitive market. The increases also highlight the broader trend of 'streamflation,' where streaming costs have outpaced inflation, forcing consumers to reconsider their subscription portfolios.

What to watch

Existing subscribers will see the new prices on their next monthly bill. Disney may continue to adjust pricing for ESPN-related bundles as it integrates its streaming services. The company’s focus on unified app experiences and bundle incentives may lead to further strategic shifts in how it markets its streaming offerings.