Disney+ and Hulu increase subscription prices by 13% starting October 1

Disney+ and Hulu announced price hikes of up to 13 percent on Thursday, with the ad‑free Disney+ tier now costing more than Netflix’s comparable plan. The increase takes effect on October 1 and applies to all new and existing subscribers in the United States.

The move comes after Disney reported a second‑quarter profit that doubled year‑over‑year, driven by strong streaming earnings and a successful rollout of its ad‑supported tiers. Analysts say the company is using the windfall to offset rising content costs, higher licensing fees and inflation‑driven expenses. Disney’s streaming division, which includes Disney+, Hulu, ESPN+ and the Star brand, now accounts for more than half of the firm’s total revenue, making pricing a key lever for future growth.

Under the new structure, the ad‑free Disney+ plan rises from $10.99 to $12.99 per month, while the basic Disney+ plan with ads goes from $7.99 to $9.49. Hulu’s ad‑free tier climbs from $12.99 to $14.79, and its ad‑supported tier moves from $7.99 to $9.49. Disney said the adjustments reflect “the continued investment in high‑quality content and technology.” Consumer groups warned that higher costs could push price‑sensitive viewers toward cheaper rivals. Wall Street analysts were split, with some praising the profit‑driven confidence and others cautioning that price sensitivity could slow subscriber growth.

The hikes are likely to test Disney’s brand loyalty as the streaming market tightens. Competitors such as Netflix, HBO Max and Amazon Prime Video have already raised prices this year, but Disney’s increase is the steepest in its history. If churn rises, Disney may need to accelerate its content pipeline or introduce new bundle offers to retain users. The company will report its next quarter’s results in January, where analysts will look for signs of subscriber loss or continued profit momentum.