TLDR
- Disney+ ad-supported tier rises 20% to $11.99 monthly starting October 21
- Bundle prices increase across all tiers, with premium packages jumping to $29.99
- Fourth consecutive year of streaming price hikes as Disney targets profitability
- Apple TV+ also raising prices to $12.99 monthly from $9.99
- Price increases follow Jimmy Kimmel controversy that sparked subscription cancellations
Disney is implementing another round of streaming price increases across all platforms. The changes take effect October 21.
The Disney+ ad-supported plan jumps to $11.99 monthly from $9.99. That represents a 20% increase for millions of subscribers.
Premium Disney+ without ads climbs to $18.99 monthly. Annual subscriptions rise to $189.99 from $159.99.
Bundle pricing sees similar increases. The Disney+ and Hulu combo with ads reaches $12.99 from $10.99 monthly.
Profitability Push Continues
This marks Disney’s fourth straight year of streaming price hikes. The company previously raised rates in 2021, 2023, and 2024.
Disney targets $1.3 billion in streaming operating income for its current fiscal year. The division recently achieved profitability after years of losses.
Media companies are pushing subscription costs higher industry-wide. Apple announced Apple TV+ will cost $12.99 monthly starting October 5, up from $9.99.
Premium bundle packages face the steepest increases. The top-tier option including Disney+, Hulu, and ESPN Select rises to $29.99 from $26.99.
Live TV options also see price bumps. Hulu+ Live TV increases to $89.99 monthly from $82.99.
Timing Creates Additional Pressure
The price announcement comes days after Disney faced subscriber backlash over Jimmy Kimmel’s suspension. Major affiliates Sinclair and Nexstar pulled the ABC show from dozens of markets.
Hollywood figures including John Oliver urged consumers to cancel Disney+ subscriptions in protest. Online searches for “cancel Disney+” spiked during the controversy.
Disney shares closed down 0.28% at $112.25 following the price increase announcement. Trading volume remained relatively normal.
The company said price changes were part of regular business planning. Subscriber notifications began this week across affected platforms.
Disney launched ESPN Unlimited in August at $29.99 monthly. A promotional bundle including Disney+, Hulu, and ESPN Unlimited remains at that same price point despite other increases.
