Disney Raises Streaming Prices to Drive Bundle Adoption

The Walt Disney Company increased monthly subscription prices for Disney+, Hulu, and ESPN in the United States starting September 23, 2026. Ad-free standalone plans for Disney+ and Hulu rose 13%, increasing by $2.50 to $21.49 per month, while the ad-free Disney+/Hulu bundle rose by $2 to $21.99. Ad-supported standalone plans increased by $0.50 to $12.49, though the company froze the price of its most popular ad-supported Disney+/Hulu bundle at $12.99.

Other adjustments include a $2 increase for ESPN Unlimited to $31.99 and a $1 increase for ESPN Select to $13.99. Hulu + Live TV plans saw the steepest hike, rising by $10 to reach $100 for ad-supported and $110 for premium tiers. New subscribers face these rates immediately, while existing customers will see changes on their bills on or after October 21, 2026.

These changes mark the sixth consecutive year of price hikes for Disney+. The company is using the price adjustments to push users toward bundles, which have lower churn rates than standalone plans. This strategy aligns with a broader One Disney corporate model under CEO Josh D'Amaro to unify video entertainment and products. Disney stated the increases fund technology enhancements and personalization features leading up to a unified one-app experience later this year. The price hikes coincide with the debut of Toy Story 5 on Disney+.