Disney raises Disney+ and Hulu prices again amid industry-wide streaming inflation

Disney has become the latest major media company to raise prices on its streaming services, joining a broader pattern seen across the industry. The changes arrive roughly a year after Disney's previous significant streaming price hike.

The ad-free Disney+ and Hulu bundle will rise to $21.99 a month, up from $19.99. The standalone ad-free plans for each service will increase to $21.49 a month, up from $18.99. The standalone ad-supported Disney+ and Hulu plans are also going up, to $12.49 a month. The new prices are already listed on Disney+'s support page, with Bloomberg first reporting the changes.

An industry-wide pattern

Disney is far from alone in raising prices. Peacock and Apple TV also increased their prices in August, while Netflix raised prices earlier this year. Since Disney+ launched in 2019 at a base price of $6.99 a month, the service has steadily moved away from that introductory pricing as the company works to make streaming a profitable part of its business.

In its third-quarter 2026 results, Disney reported that entertainment streaming revenue from Disney+ and Hulu grew 11% to $5.5 billion, driven by subscriber growth and the effect of earlier price increases.

Beyond price hikes

At the same time, Disney appears to be looking at other ways to grow its streaming business beyond raising subscription costs. The company has reportedly explored launching a free tier for Disney+, which would put it in more direct competition with platforms like YouTube and Tubi. Earlier this month, Disney+ also rolled out a new feature called "Playlists," designed to help users find and continuously watch curated content selections.

Disney is also making moves on the technology front, recently hiring Karandeep Anand as its first-ever chief technology officer. Anand previously served as CEO of Character.AI, a company Disney had earlier accused of infringing on its intellectual property.