The company’s ad-free bundle for Disney+ and Hulu now costs $21.99 per month, a two-dollar jump. Stand-alone ad-free subscriptions for either service have climbed to $21.49, while entry-level plans featuring advertisements are rising to $12.49. These adjustments follow a pattern set by competitors like Netflix, Apple TV, and Peacock, all of which implemented their own price hikes earlier this year.
Disney’s streaming strategy has evolved drastically since the launch of Disney+ in 2019, when the service debuted at a $6.99 monthly rate. The company’s latest financial reports indicate that entertainment streaming revenue for Disney+ and Hulu grew 11% to $5.5 billion, a performance bolstered by these recurring price increases. Beyond subscriptions, leadership is experimenting with new engagement models, including the recent launch of curated content playlists and internal discussions regarding a potential free, ad-supported tier to rival platforms like YouTube and Tubi. To support these technical shifts, Disney recently appointed former Character.AI CEO Karandeep Anand as its first chief technology officer.
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