Disney Raises Disney+ and Hulu Prices Again Across Ad-Free and Ad-Supported Tiers

Disney has raised subscription prices across its Disney+ and Hulu streaming services, marking its second major price hike in roughly a year as legacy media companies push for sustained streaming profitability.

According to updated rates published on Disney+'s support page and first reported by Bloomberg, the ad-free Disney+ and Hulu bundle now costs $21.99 a month, up from $19.99. Standalone ad-free plans for Disney+ and Hulu have increased to $21.49 per month from $18.99, while standalone ad-supported tiers for each service have climbed to $12.49 a month, as detailed by TechCrunch (https://techcrunch.com/2026/09/23/disney-and-hulu-add-to-the-growing-trend-of-streaming-inflation/).

The price changes continue an industry-wide trend toward higher subscription costs across digital video platforms. Peacock and Apple TV raised their monthly rates in August, and Netflix introduced price increases earlier in the year. When Disney+ debuted in 2019, its base plan was priced at $6.99 per month.

The increases follow growing financial reliance on Disney's direct-to-consumer segment. In its third-quarter 2026 financial report, Disney stated that entertainment streaming revenue from Disney+ and Hulu grew 11% year-over-year to $5.5 billion, driven by subscriber additions and earlier price increases.

Alongside fee adjustments, Disney is exploring alternative distribution models and platform enhancements. The company has evaluated creating a free tier for Disney+ to counter viewing time captured by ad-supported destinations such as YouTube and Tubi. Earlier this month, Disney+ also rolled out "Playlists," a feature enabling users to find and continuously stream curated selections of content.

The commercial adjustments follow executive leadership changes within Disney's technical division. The company recently appointed Karandeep Anand as its first chief technology officer. Anand formerly served as CEO of Character.AI, an artificial intelligence company Disney had previously accused of intellectual property infringement.