U.S. — The price of the standalone ad-free Hulu plan is also increasing from $18.99 to $21.49 per month. These changes represent a 13.7% increase for the ad-free Disney+ Premium plan.

Lower-cost ad-supported options are also seeing adjustments. The price of the standalone ad-supported Disney+ plan is increasing from $11.99 to $12.49 per month. These smaller increases amount to a 4.2% rise for the basic ad-supported tiers.

This marks the fifth price increase for Disney+ since the service launched in 2019, when its basic monthly subscription cost $6.99. Disney has raised the price of its ad-free Disney+ and Hulu plans four times since 2022, making this the fourth increase in four years. In 2023, the ad-free Disney+ tier was priced at $10.99 per month before a fall increase that year, and it has nearly doubled in cost since then.

Disney reported that entertainment streaming revenue from Disney+ and Hulu rose 11% to $5.5 billion in its third-quarter 2026 results. The company also introduced a feature called 'Playlists' in September 2026, allowing users to discover and continuously watch curated selections of content. Additionally, Hulu subscribers can now link their profiles and watch history on Disney+.

In personnel news, Disney hired Karandeep Anand as its first chief technology officer. Anand previously served as CEO of Character.AI, which was accused by Disney of unauthorized use of its intellectual property in September 2025. Peacock and Apple TV raised prices in August 2026, and Netflix increased prices earlier in 2026.

Subscribers may face changes to the definition of ad-free viewing. Disney sent an updated user agreement to U.S. subscribers in February 2025 stating that circumstances may require certain titles and types of content to include ads, even in "no ads" or ad-free subscription tiers. An updated subscriber agreement for Disney+ customers in Europe stated that all plans "may include promotional content, sponsorships, and advertisements" before and after playback.

The messaging that caused confusion states that live content may include advertising or sponsored content, and customers may also see promotional content, such as trailers for Disney movies. Ad-free viewers may notice more ads as Disney+ integrates more live sports, 24/7 channels, and programming from ESPN into its offerings. Other streamers, including HBO Max, show promotional content or trailers before and after programming on ad-free plans.

Disney has explored the possibility of introducing a free tier for Disney+. The policy update regarding promotional content does not change the viewing experience for customers on Disney+ Standard or Premium plans in Europe or the U.S. Similar language regarding promotional content has been included in previous subscriber agreements.

Why It Matters

The price increases align Disney's streaming costs more closely with competitors like Netflix, reflecting a broader industry trend toward higher subscription fees. Strong financial performance in streaming revenue supports the decision to raise prices, as evidenced by the 11% rise in revenue to $5.5 billion in the third quarter of 2026. These changes affect millions of subscribers who have seen the cost of the service nearly double since 2023.

The integration of live sports and ESPN programming raises questions about the future of the ad-free experience, as promotional content may become more common even in premium tiers. While Disney has explored a free tier, the current strategy focuses on maximizing revenue from existing paid subscribers through price hikes and bundled offerings. The unchanged pricing for the unlimited bundles suggests a strategic effort to maintain value for high-tier customers while increasing costs for standard plans.

Timeline

The new prices take effect on September 23, 2026, for new subscribers. Existing customers will see the new pricing on their next monthly billing cycle. On this date, the price of the ad-supported Disney+, Hulu, and ESPN Select Bundle is increasing from $19.99 to $21.99 per month.

The price of the ad-free Disney+, Hulu, and ESPN Unlimited Bundle remains unchanged at $44.99 per month.

What's New

Disney has raised the price of its ad-free Disney+ and Hulu plans four times since 2022, with this being the fourth increase in four years. Disney has raised Disney+ prices every year since 2022. Disney+ introduced a feature called 'Playlists' in September 2026, allowing users to discover and continuously watch curated selections of content.

Disney's streaming revenue from Disney+ and Hulu rose 11% to $5.5 billion in its third-quarter 2026 results, indicating strong financial performance despite recent price hikes. Disney's ad-free Disney+ and Hulu bundle pricing now aligns more closely with Netflix's ad-free plan, which costs $26.99 per month for 4K resolution and multi-device access.

How Sources Differ

Sources differ on the frequency of bundle price increases. The Disney+ support page states that the price of the ad-free Disney+, Hulu, and ESPN Select Bundle is increasing from $29.99 to $32.99 per month.

There is a discrepancy regarding price hike history and magnitude. Another source indicates that the ad-free Disney+ tier price has nearly doubled from the $10.99 per month rate in 2023 prior to the fall increase that year.

Sources also differ on price hike history and unchanged bundles.

Finally, there is a difference regarding price hike history and bundle changes. The Disney+ support page confirms that the price of the ad-free Disney+ and Hulu bundle is increasing from $19.99 to $21.99 per month.