Walt Disney Co.’s (NYSE:DIS) Disney+ and Hulu subscribers in the U.S. face another round of price increases as Disney raises ad-free plans and several bundles and continues to push customers toward multi-service subscriptions.
Disney+ and Hulu Raise Ad-Free Subscription Prices
Disney+ Premium and Hulu Premium, both of which offer ad-free streaming, are increasing 13% to $21.49 per month, up $2.50 from $18.99, Variety reported on Wednesday.
The latest increases took effect Sept. 23 for new subscribers, while existing customers will see the higher rates on their next monthly billing cycle.
The company is also raising prices on several Hulu + Live TV packages and bundles that include ESPN Select.
Disney Pushes Subscribers Toward Streaming Bundles
The new pricing makes Disney’s bundles considerably more attractive than purchasing multiple services separately.
For example, the Disney+ and Hulu Premium bundle costs $21.99 per month, compared with $42.98 if you buy both ad-free services separately.
The ad-supported Disney+ and Hulu bundle remains $12.99 per month, even as the standalone plans rise to $12.49 each.
Disney+ Price Has Nearly Doubled Since 2023
The latest increase marks Disney’s fourth U.S. streaming price hike in four years, following increases in 2023 and 2024.
The ad-free Disney+ plan has nearly doubled from its $10.99 monthly price in 2023, before the fall price hike that year.
In March, Netflix Inc. (NASDAQ:NFLX) announced another round of price increases across its streaming plans, with monthly rates rising by at least $1. The company said the higher prices reflect its continued investment in original content and live events.
Apple Inc.’s (NASDAQ:AAPL) streaming service raised its monthly price to $14.99 in August, marking its fourth increase in four years. Unlike many competing platforms, the service still does not offer a cheaper ad-supported plan.
Peacock also raised prices in August 2026, marking its fourth increase in four years. NBCUniversal operates the streaming service, which is owned by its parent company, Comcast Corporation (NASDAQ:CMCSA).
Price Action: Walt Disney closed Wednesday at $103.46, down 0.35%. The shares gained 0.52% to $104 in after-hours trading, according to Benzinga Pro.
According to Benzinga Edge Stock Rankings, Disney ranks in the 62nd percentile for Value, with its shares showing positive short- and medium-term price trends but a downward long-term trend.
Disclaimer: This content was produced with the help of AI tools and was reviewed and published by Benzinga editors.
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