Disney has raised its streaming prices by 13%. It's aiming to boost profits—and it's working

Disney has raised prices for its Disney+ and Hulu streaming services in the U.S.: the most expensive ad-free plan saw a 13% price increase. This marks the sixth time Disney has adjusted its subscription prices in six years. The new pricing brings rates closer to those of one of its main competitors—Netflix. The platforms are seeking to increase profits through high-margin business.

The new rates will take effect on September 23, 2026, for new subscribers to Disney services; for users with subscriptions already in effect as of that date, the changes will take effect on October 21 or later, the company said.

The price of the flagship Disney+ Premium plan has increased by 13%, or $2.50, to $21.49 per month. The increase has brought the cost of a Disney+ Premium subscription closer to that of one of its main competitors, Netflix, Bloomberg noted. A comparable ad-free Netflix plan with 4K resolution and access from multiple devices costs $26.99 per month.

The combined Disney+ and Hulu plan has increased in price by 2% and now costs $21.99 per month. Disney, like other streaming services, sets attractive prices for bundled subscriptions because users are less likely to cancel them if they have access to multiple services at once, Bloomberg notes. But the Disney+ and Hulu bundle now costs only $0.50 less than the two subscriptions separately.

It is not only Disney that is raising streaming prices; other major media companies are doing so as well: for example, Netflix did so in March 2026. Streaming services are seeking to boost the profitability of their businesses in this way, according to Bloomberg.

The price of an ad-free Disney+ subscription has gradually risen to its current level from just $6.99. Now, even the ad-supported plan costs $12.49. At the same time, the number of subscriptions is growing: this, combined with double-digit profitability in the online video business, helped boost operating profit for the entertainment division—which includes the film studio, non-sports TV channels, and Disney+— by 64% in the third fiscal quarter compared to the same period last year. Additionally, users are spending more time on Disney+, Bloomberg noted.

Disney+ CEO Josh D'Amaro said after the earnings report was released in August that Disney+ would become a platform for merchandise, games, and entertainment in addition to movies and TV shows, starting in the spring of 2027, the agency added.

In July, Wells Fargo analyst Stephen Cahall suggested that Disney should abandon its own streaming business altogether and focus on licensing content, estimating that the company’s stock could rise by 40% in that scenario. Wells Fargo maintains an “Overweight” rating (above market, corresponding to a buy recommendation).

Disney shares have fallen 9% since the beginning of 2026. But most analysts tracking the stock recommend buying it: it has 33 "Buy" and "Underweight" ratings versus two "Hold" and one "Sell" ratings, according to MarketWatch.

This article was AI-translated and verified by a human editor