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Disney Is Broadly Raising Prices for Streaming. It Isn’t Alone.

Sep 23, 2025 17:29:00 -0400 by Janet H. Cho | #Media

The Disney+ platform is going to cost users 20% more starting next month. (Gabby Jones/Bloomberg)

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Walt Disney is broadly raising the price of its streaming packages beginning next month, pushing to wring more profit from the platforms as it grapples with controversy in late-night broadcasting.

The changes, detailed in a series of charts on a Disney website, apply to its stand-alone streaming product and several premium bundles, with and without ads, to take effect Oct. 21.

For example, the current Disney+ streaming product that gives subscribers access to movies, series, and originals from Disney, Pixar, Marvel, Star Wars, National Geographic, and other shows, is increasing by 20% to $11.99 a month (with ads), from the current $9.99 a month, in the U.S.

Disney+ Premium, which is without ads, is going up by 19% to $18.99 a month, or $189.99 a year. That’s up from the current $15.99, or $159.99 a year. Disney+ bundled with Hulu’s on-demand movies and TV shows is increasing to $12.99 a month (with ads), from the current $10.99 a month; or $19.99 a month without ads.

The moves just happen to coincide with a controversy over Disney-owned ABC’s late night television show “Jimmy Kimmel Live!,” which is returning to the air tonight after a one-week suspension.

Disney suspended the show under pressure by the Trump administration and Federal Communications Commission Chair Brendan Carr over host Jimmy Kimmel’s comments about slain conservative activist Charlie Kirk. The suspension led to an outcry about free speech and prompted angry viewers to cancel their Disney+ subscriptions and launch boycotts of Disney shows, cruises, and theme parks.

Ross Benes, senior analyst, TV and streaming, for EMarketer, told Barron’s that although price increases are planned months in advance, the timing of this announcement “isn’t ideal when many customers are already frustrated with Disney over its capitulation to the president and his allies.”

The affiliate owners Nexstar and Sinclair, which own dozens of ABC local television stations, won’t show the Kimmel show, pre-empting it with other programming. That locks out viewers in those markets, who now have to access the Kimmel show using a streaming platform if they want to watch.

Benes said consumers can expect to see more subscription price increases in general as the media companies that own streaming services “grasp at making them more profitable,” adding that “a few dollars per increase doesn’t feel like much initially, but adds up over time.”

This is Disney’s fourth price increase since the streaming platform launched. It previously raised prices in 2021, 2023, 2024, Benes said.

For sure, Disney isn’t the only company raising its streaming prices. Apple notified subscribers earlier this month that its Apple+ subscriptions are also increasing, to $12.99 a month starting Oct. 5, from $9.99 a month now. “Your subscription will automatically renew for $12.00 a month starting October 5 unless you cancel at least a day before,” Apple told subscribers in an email.

Apple’s higher tier Apple One, which bundles up to five other Apple services in its monthly subscription plan and includes Apple TV+, starts at $19.95 a month.

Disney’s Hulu+ Live TV is going up to $89.99 a month, from $82.99 a month now. Stand-alone Live TV is going up to $88.99, from $81.99 now.

Disney’s premium-tier subscribers will also see increases starting next month: The Disney+, Hulu, and ESPN Select bundle is increasing to $19.99 a month (with ads), from $16.99 a month. The bundle without ads will cost $29.99 a month, up from $26.99 a month currently.

Disney+ Premium, Hulu, ESPN Select Bundle Legacy, available only to current subscribers who don’t cancel or change their subscriptions, will increase to $24.99 a month, from $21.99 now.

The cost of Disney+, Hulu, and HBO Max bundles will increase to $19.99 a month (with ads), from $16.99 a month now, or to $32.99 a month (without ads), from $29.99 now.

Disney+, Hulu, ESPN Unlimited costs $35.99 a month (with ads), or $44.99 a month without. Disney+, Hulu, ESPN Unlimited, and NFL+ Premium will cost $45.99 a month with ads, or $54.99 without ads.

Write to Janet H. Cho at janet.cho@dowjones.com