Disney+ and Hulu raise prices yet again this October
This comes after Disney finally turned its streaming business profitable last year, and these new adjustments are clearly meant to maintain that success.
At this point, it feels like every time you blink, Disney+ finds a new way to hike its subscription fees. What started in 2019 as a budget-friendly $6.99 streaming service has nearly tripled in cost for some plans, and the latest round of increases is set to kick in on October 21.
Emmanuel Umahi
This time around, Disney isn’t just tweaking one or two options; it’s raising prices across Disney+, Hulu, and several bundle plans. The ad-supported Disney+ plan will climb by $2 to $11.99 per month, while the ad-free Disney+ Premium plan is jumping by $3 to $18.99 monthly (or $189.99 annually, up from $159.99). Hulu with ads is following suit, going from $9.99 to $11.99, though its no-ads tier stays at $18.99. Even ESPN Select is inching upward, landing at $12.99 a month.
Bundles are also getting costlier. The Disney+ and Hulu with ads package will now cost $12.99 per month, up by $2, while the trio of Disney+, Hulu, and ESPN Select with ads will set you back $19.99, a $3 increase. Legacy bundles and premium combos with services like HBO Max are also climbing, though Disney says some packages—like the pricier ad-free Hulu and Disney+ bundle—will remain unchanged for now.
On the surface, these changes look like business as usual for Disney. After all, the company has rolled out hikes almost like clockwork every year since 2022. But the timing is a bit awkward. Just last week, Disney+ saw a wave of subscriber cancellations tied to the controversy around Jimmy Kimmel Live! being briefly pulled off the air. Bringing the show back may soothe some viewers, but announcing another price bump right after? That’s a tough sell.
Still, Disney isn’t alone here. Apple TV+ and Peacock also raised their rates this year, continuing a broader industry trend as streaming platforms try to prove they can actually turn a profit. Disney finally got its streaming business in the green last year, and these new adjustments are clearly meant to keep it there. With content budgets ballooning and the competition heating up, the era of $7 streaming is long gone.
For subscribers, it boils down to a familiar question: is the Disney+ library—Marvel blockbusters, Pixar hits, The Simpsons, and soon Hulu content inside the same app—worth paying a little extra yet again? If recent history is any guide, this probably won’t be the last time we’re asking.
Emmanuel Oyedeji
