Disney+ and Hulu Raise Prices for Fourth Consecutive Year

Key points

• Ad-free Disney+ and Hulu standalone plans now cost $21.49/month, up $2.50 from $18.99.
• Ad-supported standalone plans for both services increased by 50 cents to $12.49/month.
• The ad-free Disney+ and Hulu bundle rose by $2 to $21.99/month, making it significantly cheaper than buying services separately.
• Ad-supported bundles for Disney+, Hulu, and ESPN increased by $2 to $21.99/month.
• The ad-free Disney+, Hulu, and ESPN Select bundle increased by $3 to $32.99/month.
• Prices for the ad-supported Disney+, Hulu, and ESPN Unlimited bundle remained unchanged at $35.99/month.

Background

This is the fourth annual price increase for Disney's streaming services in the U.S., following hikes in October 2023 and October 2024. The ad-free Disney+ tier has nearly doubled since 2023, rising from $10.99 to $21.49. Recent industry trends, including price hikes by Apple TV and NBCUniversal's Peacock, have contributed to a phenomenon dubbed 'Streamflation,' where streaming costs are rising faster than general inflation. Disney recently raised ESPN streaming prices in September, which affected some bundle costs, but the current hike focuses on core Disney+ and Hulu tiers.

How outlets are covering it

Deadline and Variety both report the same price increases but emphasize different strategic implications. Deadline highlights that the price hikes make bundles proportionally more attractive, suggesting Disney is using pricing to reduce subscriber churn. Variety frames the move as part of a broader 'Streamflation' trend, noting that the ad-free Disney+ tier has nearly doubled since 2023. Both outlets agree that the pricing strategy is designed to push consumers toward bundled subscriptions, with Variety explicitly noting that the bundle price is nearly half the cost of buying services separately. Neither outlet provides conflicting data on the price changes, but they differ in their framing of the long-term impact on consumers and the industry.

Why it matters

The price hikes reflect a shift in the streaming industry from subscriber growth to profitability, as companies raise prices to offset content costs and reduce churn. The move may push consumers toward bundled subscriptions or away from streaming entirely, potentially impacting Disney's revenue and market share. The trend also highlights the growing cost of entertainment, with a full eight-streamer lineup now costing around $151/month, compared to $90 four years ago.

What to watch

Consumers will see the new prices on their next monthly bill, while new subscribers will be charged the higher rates starting September 23, 2026. The industry may see further price hikes as other streamers follow Disney's lead, and consumers may continue to seek cheaper alternatives or bundle options to manage costs. Disney may also face increased pressure to offer more content or value to justify the higher prices, especially as competitors like Netflix and Apple TV continue to raise their own prices.