Disney+ and Hulu raise prices by up to 13 percent after doubling profits

Disney+ and Hulu raised their subscription prices on September 23, 2026. The standalone ad-free plans of both services, which also include 4K and HDR streaming, went up 13 percent, from $19 to $21.50 a month. It is the fourth price increase for Disney+ in four years.

What costs more now

The standalone ad-supported plans for Disney+ and Hulu rose from $12 to $12.50 a month. Bundles also became more expensive: the Disney+ and Hulu package without ads went from $20 to $22 a month, while the cheaper ad-supported version stayed at $13. The Disney+, Hulu and ESPN Select bundles rose from $20 to $22 with ads and from $29 to $33 without them. Hulu + Live, which adds cable channels delivered over the internet, went up by $10 a month. Disney raised prices for both tiers of its ESPN streaming service on September 17, six days before the new hikes were announced.

Now more expensive than Netflix

Disney+ and Hulu are more expensive than Netflix's most popular options. Netflix charges $9 a month with ads and starts at $20 a month without them, with a $27 ad-free premium plan that includes 4K. Both Disney services now cost more than the biggest streaming platform, unless a viewer specifically wants 4K or HDR.

Why prices are going up

The increase follows Disney's latest quarterly earnings report, in which revenue from Disney+ and Hulu grew 11 percent while their combined operating income rose 116 percent year over year to $712 million. Netflix, for comparison, reported operating income of $4.19 billion. Netflix had 325 million subscribers as of January, against 131.6 million for Disney+ and 59.7 million for Hulu's on-demand service as of September 2025. The higher prices are likely part of Disney's ongoing effort to make streaming profitable. They may also steer customers toward bundles, which providers believe reduce cancellations and help Disney manage the unpredictable advertising market.