Disney is raising Disney+ and Hulu prices by up to 13% for the fourth time in four years

Disney has announced price increases for both Disney+ and Hulu, marking the sixth consecutive year of price hikes for the streaming giant. Under CEO Josh D'Amaro, the cost of ad-free bundles will now set subscribers back $21.99 monthly, up from $18.99 in recent months. The company confirmed the price change to Business Insider, following initial reports from Bloomberg.

Disney is also raising the standalone, ad-supported versions of Disney+ and Hulu to $12.49 monthly. However, the ad-supported bundle remains unchanged at $12.99. The stand-alone ad-supported bundle will not undergo any price adjustments. Disney has been raising prices for ad-supported plans more gradually, aiming to generate additional incremental revenue from subscribers while offering a more affordable option.

Other major streaming services, such as Peacock and Netflix, have also increased their prices recently. Peacock, for instance, hiked its ad-free plan to $19.99 monthly, up from $16.99, while its ad-supported version dropped to $12.99 from $10.99. Netflix, on the other hand, increased its standard ad-free plan to $19.99 monthly and its premium 4K plan to $26.99, marking a $1 increase in both tiers.

The ad-supported plan saw a $1 monthly rise to $8.99. Apple TV raised its price to $14.99 in August, also up from $12.99, without offering an ad-supported tier.

Consumers have increasingly turned to free services like YouTube, Tubi, and The Roku Channel as streaming prices have risen. Several Hollywood studios, including Disney and Paramount, are reportedly exploring the addition of free tiers to their streaming platforms.