Disney+ and Hulu Hike Prices for Fourth Consecutive Year, Pushing Ad-Free Tiers Over $20

Key points

• Ad-free individual plans for Disney+ and Hulu will rise by $2.50 to $21.49 per month.
• Ad-supported individual plans will increase by 50 cents to $12.49 per month.
• The ad-free Disney+/Hulu bundle will cost $21.99, up $2 from the previous rate.
• The ad-supported bundle remains at $12.99, unchanged from the previous year.
• This is the fourth consecutive annual price increase for these services.

Background

In August 2026, Disney adjusted pricing for ESPN-related bundles, raising ad-supported Disney+/Hulu bundles to $22 and ad-free bundles to $33. Prior to this, Disney+ ad-free plans were priced at $18.99 and ad-supported at $11.99. The current move follows a broader industry trend of streaming inflation, which has outpaced general inflation since 2022.

How outlets are covering it

The Hollywood Reporter and Deadline both confirm the core price increases, noting that the new structure makes bundling significantly more attractive to reduce churn. Bloomberg was the first to report the changes. CNN highlights that ad-free plans now exceed $20 per month. While all outlets agree on the figures, Deadline emphasizes the broader industry shift toward profitability and bundling, citing recent price hikes by Apple TV and NBCUniversal's Peacock. The Hollywood Reporter notes that streaming inflation has risen three times faster than general inflation since 2022. Consumer comments on Deadline reflect frustration over reduced content output alongside price increases.

Why it matters

The price hikes signal a continued shift in the streaming industry from subscriber growth to profitability. By making individual subscriptions nearly twice the cost of bundles, Disney aims to reduce churn and encourage long-term commitments. This trend reflects broader industry moves toward bundling and ad-supported tiers, as seen with competitors like Apple TV and Peacock.

What to watch

Consumers will face higher costs for Disney+ and Hulu starting soon. The industry may see further bundling trends as companies seek to reduce churn. Competitors like Netflix, whose premium plan remains at $26.99, may also adjust pricing or offerings in response to Disney's moves.