Disney+ and Hulu prices surge to $21.49 as profits double

Key points

• Standalone ad-free plans for Disney+ and Hulu increased by 13% to $21.49 per month, making them more expensive than Netflix's standard ad-free tier.
• Ad-supported standalone plans rose by 50 cents to $12.49, while the ad-supported Disney+ and Hulu bundle remained unchanged at $12.99.
• The ad-free Disney+ and Hulu bundle increased by $2 to $21.99, and the Disney+, Hulu, and ESPN Select ad-free bundle rose to $32.99.
• Disney reported a 116% year-over-year increase in operating income for Disney+ and Hulu, reaching $712 million in the latest quarter.
• New subscribers face the higher prices immediately, while existing subscribers will see the changes take effect next month based on their billing cycles.

Background

This is the fourth consecutive year Disney has raised prices for these services, following hikes in 2022, 2023, 2024, and 2025. In August 2026, Disney announced plans to merge Disney+ and Hulu into a single 'unified app experience.' Recent price increases for ESPN streaming services in September 2026 also affected related bundle costs.

How outlets are covering it

Ars Technica emphasizes the profitability surge, noting operating income doubled to $712 million, and highlights that Disney+ is now more expensive than Netflix's standard ad-free plan. CNN focuses on the competitive pricing landscape, comparing Disney's new rates to HBO Max and Paramount+, and notes Disney is exploring a free product tier. CBS News provides a detailed breakdown of all bundle tiers, confirming that the ad-supported bundle price remained unchanged to encourage consolidation.

Why it matters

The price hikes signal Disney's strategic shift toward maximizing revenue per user and reducing subscriber churn through bundled services. As Disney+ and Hulu move toward a unified platform, higher individual prices may push consumers toward combined subscriptions, potentially impacting market share against competitors like Netflix and Paramount+.

What to watch

Disney plans to roll out a 'one-app experience' later in 2026, merging Disney+ and Hulu interfaces. The company has not provided updates on a potential free ad-supported tier, despite CEO Josh D'Amaro's earlier mention of exploring such a product.