Walt Disney Co. (NYSE: DIS) has announced a 13% price increase for its ad-free streaming plans, raising the monthly cost to $21.49. The new rates for Disney+ Premium and Hulu Premium took effect on September 23 for new subscribers, with existing customers seeing the higher charges on their next billing cycle.
The company is also increasing prices for several bundles and add-on packages. The Disney+ and Hulu Premium bundle will cost $21.99 per month, while the Disney+ Premium + Hulu Premium + ESPN Select bundle is priced at $32.99. Hulu + Live TV and Hulu + Live TV Premium are both increasing by $10, moving to $99.99 and $109.99, respectively.
The ad-supported Disney+ and Hulu bundle remains at $12.99 per month, while standalone ad-supported plans for Disney+ and Hulu have risen to $12.49 each. The company stated that the new pricing makes its bundles more attractive than purchasing multiple services separately; for example, buying Disney+ Premium and Hulu Premium individually would cost $42.98, compared to $21.99 for the bundle.
This marks Disney’s fourth U.S. streaming price increase in four years. The ad-free Disney+ plan has nearly doubled since 2023, when it was priced at $10.99 per month. The company noted that the price hikes reflect its continued investment in original content and live events.
On the day of the announcement, Disney shares closed at $103.46, down 0.35%, and rose 0.52% in after-hours trading.
