Disney Plus and Hulu Have Raised Subscription Rates

The Walt Disney Co. increased prices for its ad-free streaming services while maintaining select bundled plan costs.

Updated on Sept. 23, 2026 in Television

Bold flat-color editorial illustration of stacked media canisters, evoking the institutional pricing adjustments of corporate streaming platforms. — The Walt Disney Co. has increased monthly prices for its ad-free Disney+ and Hulu platforms to drive streaming profitability across its service portfolio. AI Illustration. Upload story photo >

Live Poll

Do you plan to keep your streaming subscriptions despite recent price increases?

The Walt Disney Co. has officially increased monthly subscription prices for its ad-free Disney+ and Hulu platforms. These adjustments come as the company seeks to boost streaming profitability by aligning rates more closely with competitor pricing models.

Why it matters

Streaming operators are hiking subscription prices across the industry to drive higher profitability. By leveraging updated rates and bundled plans, companies like Disney aim to improve customer retention while navigating a shifting digital landscape.

The entertainment division reported a 64% increase in operating income during the third quarter. New monthly rates set the ad-free Disney+ price at US$21.49, while the ad-free Disney+ and Hulu bundle is now US$21.99.

The players

The Walt Disney Co.

This is a diversified international family entertainment and media enterprise.

Adam Smith

He was recently named the chair of the company's direct-to-consumer unit.

Karandeep Anand

He was appointed to serve as the chief technology officer for the organization.

The details

The price of ad-free Disney+ and ad-free Hulu both rose by US$2.50 per month, while standalone ad-supported versions now cost US$12.49 monthly. Disney is also promoting bundled plans, keeping the ad-supported Disney+ and Hulu bundle price at US$12.99 to encourage platform loyalty.

August 2026: Disney reported 64 percent income growth.
September 23, 2026: Users are being notified of price increases.
Spring 2027: Disney+ will integrate merchandise and gaming.

Industry Dynamics

These price adjustments follow the broader industry trend of streaming operators shifting focus from rapid user acquisition to sustained profitability. By aligning rates with competitors like Netflix, Disney is positioning its direct-to-consumer unit to better withstand the competitive streaming wars.

Subscribers to ad-free tiers will see their monthly bills increase, while those opting for ad-supported plans or specific bundles may see more stable costs. Customers should review their current subscription tiers to decide if the new pricing aligns with their monthly entertainment budget.

The takeaway

Consumers can mitigate these price hikes by evaluating whether bundled plans offer better value than individual ad-free subscriptions. Regularly auditing streaming memberships allows households to keep costs under control as platforms continue to adjust their pricing structures.