The Walt Disney Company has implemented price hikes across several of its standalone and bundled streaming subscription plans.

The Walt Disney Company has raised monthly subscription rates for its Disney+ and Hulu streaming services. The price adjustments affect both ad-supported and ad-free plans, marking the fourth such increase in four years. While new subscribers face the updated costs immediately, existing customers will see the changes reflected in their billing cycles starting next month.

Updated Subscription Pricing

Standalone ad-free plans for both Disney+ and Hulu have increased by $2.50 to $21.49 per month. Similarly, the ad-supported versions of these standalone services have risen by 50 cents, bringing the monthly cost to $12.49. The ad-free bundle combining both services is now priced at $21.99, an increase of $2. The company confirmed that the ad-supported bundle featuring both Disney+ and Hulu will remain at its current price of $12.99 per month.

Streaming Business Strategy

These price hikes follow a trend of rising costs across the streaming industry, with competitors like Netflix, Peacock, and Apple TV also implementing increases this year. For Disney, the adjustments are part of an effort to make streaming a profitable segment of its entertainment business. In its third-quarter 2026 results, the company reported that entertainment streaming revenue reached $5.5 billion, an 11% increase attributed to subscriber growth and previous price hikes. Beyond subscription fees, Disney is exploring new strategies, including the potential introduction of a free, ad-supported tier and the recent launch of a "Playlists" feature for content discovery.