Disney has raised prices on its streaming services again, marking the fourth increase for Disney+ in four years. The ad-free standalone plans for both Disney+ and Hulu are now $21.50 per month, up from $19, a 13% jump. The ad-supported tiers rose modestly to $12.50, while bundles with ESPN also went up. The increases come despite Disney reporting that operating income for Disney+ and Hulu combined more than doubled year over year to $712 million in its most recent quarter.
The two sources agree on the overall trend but differ on specific figures. Ars Technica lists the new ad-free standalone price as $21.50, while TechCrunch reports $21.49. Similarly, Ars says the ad-supported standalone is $12.50, whereas TechCrunch says $12.49. These discrepancies likely stem from rounding or timing differences in reporting. Both outlets note that the ad-free bundle with Hulu rose to roughly $22, and that Hulu + Live TV saw a $10 monthly increase.
The hikes are part of a broader industry pattern, with Netflix, Peacock, and Apple TV+ all raising prices recently. Disney's strategy appears focused on pushing subscribers toward bundles, which the company believes reduce churn and help manage ad-market volatility. At the same time, Disney is reportedly exploring a free, ad-supported tier for Disney+ to compete with platforms like YouTube and Tubi, and has introduced new features like curated playlists to boost engagement. The company also hired Karandeep Anand, former CEO of Character.AI, as its first chief technology officer, signaling a continued push to innovate on the technology side.