Disney has increased prices for its Disney+ and Hulu streaming services, continuing a wider industry trend of subscription cost hikes. The combined ad-free Disney+ and Hulu bundle now costs $21.99 per month, up from $19.99, while the individual ad-free plans each rose to $21.49 from $18.99. Ad-supported plans also went up to $12.49 monthly. This move comes about a year after Disney's previous major price increase and reflects ongoing efforts to boost profitability in its streaming business.

This rise in prices is not unique to Disney, as major competitors like Peacock, Apple TV, and Netflix have also raised their streaming fees recently. When Disney+ first launched in 2019, the monthly subscription was $6.99. Since then, Disney has gradually shifted away from its introductory pricing to grow its streaming revenue, which now plays an increasingly vital role in its overall entertainment business.

In its latest financial update for the third quarter of 2026, Disney reported that revenue from Disney+ and Hulu streaming services jumped 11% to $5.5 billion. This growth was driven both by subscriber increases and the effects of prior price hikes. At the same time, Disney is experimenting with new strategies to widen its streaming offerings beyond simple subscription increases, including reports of considering a free ad-supported tier for Disney+ to compete with platforms like YouTube and Tubi.

Disney is also enhancing user experience with features such as "Playlists," aiding discovery and continuous viewing of curated content. Additionally, the company recently appointed Karandeep Anand, former CEO of Character.AI, as its first chief technology officer, signaling a push into more advanced technology and innovation within its streaming business. These efforts highlight Disney's intent to maintain growth in the evolving and competitive streaming market.