Disney raises streaming prices again, pushing industry-wide cost increases
Disney has increased prices for its Disney+ and Hulu services, with the ad-free bundle now costing $21.99 per month and standalone ad-free plans rising to $21.49. Ad-supported tiers also went up to $12.49 monthly. This follows similar hikes from Peacock, Apple TV, and Netflix, as streaming providers seek profitability.
Disney's latest price adjustment continues a trajectory that began with the service's 2019 debut, when a basic subscription cost just $6.99. The company has now raised prices multiple times as it works to make streaming a profitable division, with entertainment streaming revenue from Disney+ and Hulu climbing 11% to $5.5 billion in the third quarter of 2026.
Beyond subscription fees, Disney is pursuing other avenues for growth. The company has reportedly considered launching a free, ad-supported tier to compete with platforms like YouTube and Tubi. It also recently introduced a "Playlists" feature for content discovery and hired Karandeep Anand, former CEO of Character.AI, as its first chief technology officer.
These repeated price increases could strain household budgets, particularly for families subscribing to multiple services. Consumers may respond by consolidating subscriptions or shifting toward ad-supported tiers, which remain cheaper but expose viewers to more advertising. The industry-wide pattern of hikes suggests streaming costs may continue climbing, potentially making the market less accessible for lower-income viewers while pushing more users toward free, ad-funded alternatives.