Disney is set to increase the subscription costs for its streaming platforms Disney+ and Hulu starting October, marking the latest in a series of price adjustments as the company aims to boost revenue.
The subscription fee for Disney+ with advertisements will rise by $2, reaching $11.99 per month, while the premium ad-free tier will see a $3 increase to $18.99 per month. The yearly subscription for Disney+ Premium will climb by $30 to $189.99.
Hulu’s ad-supported plan will also go up by $2, from $9.99 to $11.99 monthly, but the ad-free Hulu plan will stay steady at $18.99. Meanwhile, ESPN Select will increase by $1 to $12.99 per month.
Bundle packages will also become pricier. The Disney+ and Hulu package with ads will jump by $2, costing $12.99 per month, and the full Disney+, Hulu and ESPN Select bundle with ads will rise by $3 to $19.99. Price increases are expected across other bundled services, including those with HBO Max. Full details of the new prices are available on Disney’s official support website.
This price rise follows a period of difficulty for Disney, as the company faced a wave of subscriber cancellations prompted by its temporary suspension of “Jimmy Kimmel Live!” on the ABC network.
This decision came after the host made comments about the killing of conservative activist Charlie Kirk, sparking controversy and criticism from regulatory bodies and viewers. The suspensions led to widespread backlash and calls for boycott on social media, harming subscriber numbers temporarily.
Disney+ initially launched in late 2019 with a monthly price of $6.99, gradually increasing its rates over time while expanding its content offerings. The last price change occurred in October 2024, where the ad-free service rose from $13.99 to $15.99, and the ad-supported tier went from $7.99 to $9.99 a month.
Despite recent subscriber losses, Disney anticipates continued growth driven by its diverse and exclusive content libraries and competitive bundle options. The company has restored “Jimmy Kimmel Live!” after internal discussions but continues to deal with the challenges posed by public relations and subscriber sentiment in a competitive streaming environment.