Disney+ Price to Jump 13% as Soon as Wednesday
Walt Disney Co. is raising prices on several of its streaming subscriptions, with users being notified as early as Wednesday, according to people familiar with the matter. Bloomberg Intelligence US Media Analyst Geetha Ranganathan discusses the price jump and what it signals for the company and the broader streaming market. (Source: Bloomberg)
Disney+ will soon raise its US subscription price by 13%, as of September 23, according to sources familiar with the matter. The flagship ad-free Disney+ service will rise from $21.49 to $27.50 per month, a $2.50 increase. This move aims to align the service with a similar plan offered by Netflix, which costs $26.99 monthly for an ad-free experience with 4K resolution and multi-device access.
Hulu's standalone ad-free subscription will also increase by the same 13% amount. The bundled ad-free subscription for both Disney+ and Hulu will rise by $2, reaching $21.99 monthly, slightly more expensive than purchasing each service individually. The standalone Disney+ and Hulu ad-supported bundle will see a 50-cent price increase to $12.49 per month, while the ad-supported bundle remains at $12.99 monthly.
The price adjustments are part of Disney's strategy to boost profitability, joining other companies like Netflix, Apple, Comcast, and Paramount in raising streaming subscription rates. In August, Disney reported a 64% increase in operating income from its entertainment division in Q3, driven by surging subscriptions and a strong profit margin in its online video business.
Disney recently appointed Adam Smith as the sole chair of its direct-to-consumer unit, which includes streaming services, and Karandeep Anand as the new chief technology officer. Disney plans to expand Disney+ beyond films and TV shows, incorporating merchandise, games, and experiences, starting in spring 2027.
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