Disney+ and Hulu Implement Price Increases Following Significant Profit Growth
What happened
On September 23, 2026, Disney raised prices for Disney+ and Hulu streaming plans by up to 13 percent.
The Context
- Price adjustments: Standalone ad-free tiers increased from $19 to $21.50, while ad-supported plans rose from $12 to $12.50.
- Profit growth: Disney reported an 11 percent revenue increase and a 116 percent surge in operating income for its streaming segment.
- Bundling strategy: The ad-supported Disney+/Hulu bundle remains unchanged at $12.99, aiming to reduce subscriber churn.
The Number
— This year-over-year increase in combined Disney+ and Hulu operating income to $712 million highlights the growing profitability of streaming services.
Takeaway
Expect continued price adjustments in the streaming landscape as companies focus on profitability and subscriber retention.
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