Disney has announced another round of price increases for its streaming platforms, reinforcing a persistent industry-wide trend toward higher subscription costs. The changes follow a similar adjustment implemented approximately one year ago.
Under the new pricing structure, the ad-free Disney+ and Hulu bundle will rise from $19.99 to $21.99 per month. Standalone ad-free plans for both services will increase from $18.99 to $21.49 monthly. Additionally, the ad-supported plans for Disney+ and Hulu are set to move to $12.49 a month. Bloomberg was the first to report the adjustments, which are now reflected on Disney+’s official support page.
Disney is hardly an outlier in this shift. Over the past several years, major streaming providers have consistently raised their rates. Peacock and Apple TV implemented price hikes in August, while Netflix increased costs earlier in the year. When Disney+ launched in 2019, its base subscription was priced at just $6.99 a month. As the company has sought to make streaming a profitable core component of its entertainment division, prices have steadily climbed away from that introductory rate.
Streaming remains a critical financial pillar for Disney. During its third-quarter 2026 earnings report, the company disclosed that revenue from Disney+ and Hulu grew by 11% to $5.5 billion. This increase was attributed to both subscriber growth and the cumulative effect of prior price adjustments.
Beyond raising subscription fees, Disney is investigating alternative methods to expand its streaming business. Reports indicate the company has considered launching a free, ad-supported tier for Disney+, a move that would place it in direct competition with platforms like YouTube and Tubi, which have been capturing significant viewer attention.
In other developments this month, Disney+ introduced “Playlists,” a new feature aimed at helping users discover and follow curated content series. On the technology front, the company appointed Karandeep Anand as its first chief technology officer. Anand previously served as CEO of Character.AI, a firm that Disney had previously accused of infringing on its intellectual property.
Curious if the free ad-supported tier actually materializes. That would be a smart move to regain market share from YouTube and Tubi.
Another hike? I remember when Disney+ was under seven dollars. Streaming is becoming a luxury I can no longer afford.