Disney+ US subscription price to jump 13% to $27.50 a month as soon as Sept 23: Sources
The increase will bring the premium Disney+ product more in line with a similar plan sold by Netflix
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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