Business · updated 1h ago · 2 min read
Disney Raises Disney+ And Hulu Prices, Premium Plans Reach $21.49 Monthly
Ad-free Disney+ and Hulu now $21.49/month, up 13% ($2.50). Ad-supported Disney+ and Hulu rise to about $12.49-$12.50/month.
Whether to emphasise consumer backlash or business strategy.
9 of 11 outlets skipped it: disney plans a 'one-app experience' later in 2026.
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The Independent
“Subscribers expressed frustration online over the rising costs, with many calling for widespread cancellations in protest.”Read the original ↗
Variety
“The pricing strategy is clearly aimed at pushing consumers toward bundles”Read the original ↗
Independent spotlights protest sentiment; Variety foregrounds corporate bundling incentives.
Disney+ and Hulu price hikes
Disney raised prices for Disney+ and Hulu subscription plans, with ad-free Disney+ Premium and Hulu+ Premium moving to $21.49 per month and the Disney+/Hulu Premium Bundle moving to $21.99 per month. Disney also increased ad-supported tiers, with Disney+ (with ads) and Hulu (with ads) each rising to $12.49 per month, while the Disney+/Hulu bundle with ads remained at $12.99.
The Walt Disney Company’s standalone ad-free plans for Disney+ and Hulu are increasing by $2.50, or 13%, bringing the total cost to $21.49 a month. Disney+ and Hulu’s Premium standalone plans will rise $2.50 to $21.49 each per month, effective immediately for new subscribers, while existing subscribers will see the higher price take effect next month based on their billing cycles.
Bundles and billing timing
Disney kept the Disney+/Hulu bundle with ads at $12.99 per month, while it raised the ad-free Disney+/Hulu bundle to $21.99 per month. The company said Disney’s price hikes for new subscribers take effect immediately, while existing subscribers will see the new billing rates kick in next month.
Disney+ got its fourth price hike in four years today and Hulu prices also went up, with standalone ad-free plans increasing 13% from $19 per month to $21.50/month. Monthly subscription prices for Hulu + Live, which adds cable channels delivered over the Internet to Hulu’s on-demand options, went up by $10.
Profit push and consumer reaction
Disney will raise prices for several streaming service subscriptions and users will be notified starting Wednesday, citing people familiar with the matter who asked to remain anonymous.
“When will people learn to cancel their subscriptions?”
The ad-free flagship Disney+ streaming service will rise 13% or $2.50 to $21.49 per month, and the ad-free Hulu price will rise by the same amount.
Subscribers called for cancellations and one user on X wrote, “When will people learn to cancel their subscriptions? If you don’t cancel, they’ll keep raising prices because they think you don’t care. Cancel your subscription and buy the physical format. You pay once and you don’t have to pay again.”
Another user on X wrote, “Stop paying or they’ll keep raising the price…,” while the price increase coincides with the premiere this Wednesday on Disney+ of Pixar’s blockbuster Toy Story 5.