Disney+ is once again hiking the cost of streaming. Starting next month, both Disney+ and Hulu will see price increases as the company doubles down on its push toward profitability in streaming.
The New Prices
Disney+ (without ads) will jump from $13.99 to $15.99 per month, while Hulu’s ad-free plan will rise from $17.99 to $18.99 per month. The ad-supported tiers will remain unchanged, signaling that Disney wants to push more users toward lower-cost plans where ad revenue can offset subscriber churn.
Bundles will also see adjustments, though Disney continues to promote its Disney+, Hulu, and ESPN+ package as a better value compared to subscribing individually.
Why the Hike?
The streaming wars have shifted. Once a race to capture as many subscribers as possible, platforms like Disney+, Netflix, and Max are now focused on cutting losses and squeezing out more revenue per user. Disney’s streaming division, while growing, has been operating at a loss for years. These increases are part of CEO Bob Iger’s broader plan to make the segment profitable by 2026.
It’s also no coincidence that price hikes come as Disney ramps up its content slate, including new Marvel, Star Wars, and Pixar projects. The company is betting that customers will pay a premium to keep access to its powerful library of franchises.
The Bigger Picture
Disney isn’t alone. Netflix, Apple TV+, and Peacock have all raised prices recently, showing how widespread the shift has become. Consumers who once cut the cord to escape expensive cable bundles are now finding themselves facing ballooning streaming costs — often paying for multiple services just to keep up with popular shows.
The irony is striking: streaming was supposed to be a cheaper, more flexible alternative to traditional TV. Now, it’s starting to resemble the very model it disrupted.
What This Means for Subscribers
For viewers, the choice is clear but painful: pay more, downgrade to ad-supported plans, or cut back on subscriptions altogether. With inflation and subscription fatigue already affecting households, Disney is gambling that its loyal fan base will stick around despite higher prices.
Still, these hikes could backfire if too many customers cancel, particularly in competitive markets like the U.S., where most households already juggle several streaming services.
Conclusion
Disney’s decision to raise prices on Disney+ and Hulu underscores the reality of today’s streaming industry: growth is no longer the only goal — profitability is. Whether fans will accept the higher costs or start walking away remains to be seen, but one thing is clear: the era of “cheap streaming” is over.
