Disney+ and Hulu Price Hikes Push Ad-Free Plans Above $21
Disney raises Disney+ and Hulu prices, with ad-free plans reaching $21.49 and the bundle $21.99 as streaming revenue rises 11% to $5.5 billion in Q3.
Summary
Disney is raising Disney+ and Hulu prices roughly a year after its last major streaming increase. The ad-free bundle rises from $19.99 to $21.99 monthly, while each ad-free standalone plan climbs from $18.99 to $21.49. Standalone ad-supported plans will cost $12.49. The prices appeared on Disney+’s support page on September 23, 2026. Disney+ launched at $6.99 monthly in 2019.
The increase extends industrywide inflation after Peacock and Apple TV raised prices in August and Netflix increased rates earlier in 2026. Disney’s third-quarter 2026 entertainment streaming revenue from Disney+ and Hulu rose 11% to $5.5 billion, driven by subscriber growth and earlier price increases. Disney has also explored a free Disney+ tier that could compete more directly with YouTube and Tubi as their viewing share grows. Earlier in September, Disney+ introduced Playlists for curated, continuous viewing. Disney also hired former Character.AI CEO Karandeep Anand as its first chief technology officer, despite previously accusing Character.AI of intellectual property infringement.
Positives
- Disney+ and Hulu entertainment streaming revenue rose 11% to $5.5 billion in Disney’s third-quarter 2026 results.
- Subscriber growth and previous price increases both contributed to Disney’s higher streaming revenue.
- Playlists gives Disney+ users curated selections for continuous viewing and content discovery.
- A possible free Disney+ tier could broaden access and compete more directly with YouTube and Tubi.
- Karandeep Anand’s appointment gives Disney its first chief technology officer.
Risks & concerns
- Ad-free standalone Disney+ and Hulu plans are rising from $18.99 to $21.49 per month.
- The ad-free Disney+ and Hulu bundle is increasing from $19.99 to $21.99 monthly.
- Standalone ad-supported Disney+ and Hulu plans will now cost $12.49 per month.
- Disney’s latest increase comes roughly one year after its previous major streaming price hike.
- Peacock, Apple TV and Netflix have also increased prices during 2026, extending industrywide streaming inflation.
- Disney hired former Character.AI CEO Karandeep Anand after previously accusing Character.AI of intellectual property infringement.