Disney+ and Hulu raise prices by up to 13 percent after doubling profits

Streaming services are becoming pricier once more, with Disney leading the charge in this rising trend across the industry. The company has increased the cost of its ad-free Disney+ and Hulu bundle to $21.99 a month, up from $19.99, while standalone plans have also risen by $2.50 to $21.49 per month. Additionally, Disney is raising the price of its ad-supported versions to $12.49 a month.

Bloomberg broke the news of these changes on Disney+'s support page. Disney+ and Hulu are not the only services experiencing price hikes; Peacock and Apple TV raised prices in August, and Netflix did so earlier this year. When Disney+ first launched in 2019, its basic monthly fee was $6.99, but it has since diverged significantly from that introductory price as the media giant seeks to make streaming a profitable part of its business.

The latest price increases come at a time when streaming revenue remains a crucial component of Disney's overall business. Disney's third-quarter 2026 results showed a 11% rise in entertainment streaming revenue from Disney+ and Hulu to $5.5 billion, fueled by subscriber growth and the effect of earlier price increases. Simultaneously, Disney seems to be brainstorming fresh strategies to expand its streaming business beyond merely raising subscription fees.

Rumors suggest the company has examined the possibility of introducing a free tier for Disney+, which could put it in direct competition with platforms like YouTube and Tubi, which have been gaining ground among consumers' viewing habits. Earlier this month, Disney+ rolled out "Playlists," a feature aimed at helping users discover and binge-watch curated collections of content.

Disney is also making advancements on the technological front, recently appointing Karandeep Anand as its first-ever chief technology officer. Anand previously led Character.AI, a company that Disney accused of infringing on its intellectual property.