Disney Raises Disney+ And Hulu Prices By 13% On The Ad-Free Tiers
Disney has raised the price of its ad-free Disney+ and Hulu subscriptions by about 13%, while leaving the ad-supported bundle unchanged. The increases take effect immediately for new subscribers and from the following month for existing ones.
- Ad-free Disney+ and Hulu bundle: $19.99 to $21.99 a month
- Ad-free standalone Disney+: $18.99 to $21.49 a month
- Ad-free standalone Hulu: $18.99 to $21.49 a month
- Ad-supported standalone Disney+ and Hulu: $11.99 to $12.49 a month
- Ad-supported bundle: unchanged at $12.99 a month
- Also reported: Disney has considered a free, ad-supported tier for Disney+, and recently launched Playlists, a curated discovery feature
What Disney Is Doing With The Pricing
Pushing subscribers towards advertising. The ad-free tiers go up by around 13% while the ad-supported ones go up by 50 cents and the ad-supported bundle does not move at all. That is not an across-the-board increase, it is a widening of the gap, and the gap is the product.
An ad-free standalone subscription now costs $21.49 against $12.49 with ads, a $9 monthly difference. Every dollar of that difference is an argument for accepting advertising, which is where the growth in streaming revenue now sits.
The Wider Pattern
Peacock and Apple TV raised prices in August 2026, and Netflix did so earlier in the year. The industry shorthand for it is streamflation, and the pattern across all of them is the same: the premium for avoiding advertising keeps rising faster than the price of accepting it.
For advertisers, that is the useful read. The ad-supported tiers are being deliberately held cheap, which suggests the platforms expect inventory, not subscriptions, to carry the next phase.
No Disney executive has been quoted on the increases, and the markets affected have not been specified.
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