Disney+ and Hulu have raised their prices again, and this time the increases are larger than usual. Disney+ gets its fourth price hike in four years, while Hulu’s standalone plans also went up. The Walt Disney Company also increased prices for bundles of the streaming services, including those with ESPN.
The ad-free plans for both services increased 13 percent from $19 per month to $21.50 per month. The standalone plans with ads increased from $12 to $12.50 per month.
Bundles also moved. The Disney+ and Hulu bundle without ads increased from $20 per month to $22 per month. The Disney+ and Hulu bundle with ads ($13) did not get more expensive. However, prices increased for the Disney+, Hulu, and ESPN Select bundles with ads (from $20 to $22) and without ads (from $29 to $33).
Hulu’s cable-like offering also went up. Monthly subscription prices for Hulu + Live, which adds cable channels delivered over the Internet to Hulu’s on-demand options, went up by $10.
The Numbers Behind the Hikes
- Disney+ ad-free plan: from $19 to $21.50 per month (13 percent increase)
- Hulu ad-free plan: from $19 to $21.50 per month (13 percent increase)
- Disney+ and Hulu bundle without ads: from $20 to $22 per month
- Disney+ and Hulu bundle with ads: unchanged at $13
- Disney+, Hulu, and ESPN Select bundles with ads: from $20 to $22
- Disney+, Hulu, and ESPN Select bundles without ads: from $29 to $33
- Hulu + Live: up by $10 per month
Why the Hikes Matter Now
These increases come at a moment when Disney+ and Hulu are both making record profits. The companies doubled their profits, according to financial reports.
Netflix remains the standard to measure against. Its current pricing sits at $9 per month with ads and starts at $20 per month without ads. There is also a $27 per month ad-free plan for premium features, like 4K. That means Disney+ and Hulu are both more expensive than the most popular streaming service now, unless you want 4K or HDR.
A Pattern of Price Rises
Disney+ has raised prices four times in four years. Hulu’s standalone plans are also increasing today.
The Bigger Picture
The timing of these hikes is notable. Disney+ and Hulu are both more expensive than Netflix on their core plans, unless viewers want the premium features Netflix charges extra for.
| Service | Plan Type | Old Price | New Price |
|---|---|---|---|
| Disney+ | Ad-free | $19 | $21.50 |
| Hulu | Ad-free | $19 | $21.50 |
| Disney+ and Hulu | Bundle, no ads | $20 | $22 |
| Disney+, Hulu, ESPN Select | Bundle, ads | $20 | $22 |
| Disney+, Hulu, ESPN Select | Bundle, no ads | $29 | $33 |
The question now is whether viewers will accept the new rates. The companies have shown they will keep raising prices even when profits are strong. Whether that continues depends on how much consumers value the content they are paying for.
What Changed and What Didn’t
The ad-free plans for both services saw the largest increase, jumping 13 percent from $19 to $21.50 per month. The standalone plans with ads rose by 50 cents, from $12 to $12.50 per month.
The Disney+ and Hulu bundle without ads went up $2 per month, from $20 to $22. The Disney+ and Hulu bundle with ads stayed at $13. The Disney+, Hulu, and ESPN Select bundles with ads increased by $2, from $20 to $22. The Disney+, Hulu, and ESPN Select bundle without ads rose by $4, from $29 to $33.
Hulu + Live saw the biggest jump among the offerings, rising by $10 per month.
How the Increases Compare
Netflix’s current pricing sits at $9 per month with ads and starts at $20 per month without ads. Its $27 per month ad-free plan covers premium features like 4K.
Disney+ and Hulu are both more expensive than Netflix on their core plans now, unless viewers want 4K or HDR. The companies have made that trade explicit: pay more for the standard plan, or pay less with ads and get the premium features elsewhere.
The pattern is consistent across the company’s offerings. Every tier, from standalone plans to the largest bundle, moved upward except for the Disney+ and Hulu bundle with ads, which stayed at $13.
What Viewers Should Expect
The pattern suggests more increases are likely down the road. Disney+ has raised prices four times in four years, and Hulu’s standalone plans are now joining the trend.
The companies have shown they will raise prices even when profits are strong. Whether viewers accept the new rates depends on how much they value the content they are paying for.
The pricing landscape is shifting, and the new rates are now in effect.
Source material: “Disney+ and Hulu raise prices by up to 13 percent after doubling profits,” Ars Technica.
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