Disney is raising subscription prices once more, marking the fourth consecutive year of increases across its streaming platforms. The changes take effect in the U.S. beginning October 21, 2025, and will be most noticeable for ad-free subscribers.
New Prices vs. Old Prices
Disney+ (standalone):
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Ad-supported: $9.99 → $11.99/month
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Ad-free Premium: $15.99 → $18.99/month
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Annual Premium: $159.99 → $189.99/year
Hulu (standalone):
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With ads: $9.99 → $11.99/month
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Ad-free Premium: unchanged at $18.99/month
Disney says the higher rates are needed to offset soaring costs, from sports rights for ESPN to content production and the technology that powers its apps. The company is also leaning more heavily on ad-supported plans, where it collects revenue from both monthly fees and advertising. This strategy reflects a shift away from the earlier “growth at all costs” approach to one that emphasizes profitability and higher revenue per user.
Part of a Bigger Trend
Disney is not alone in pushing prices higher. Nearly every major streaming platform has taken similar steps over the past year. Netflix has raised rates and cracked down on password sharing, Warner Bros. Discovery’s Max bumped up its ad-free tier earlier this year, and Apple TV+, Paramount+, and Peacock have all announced increases of their own. Once promoted as a cheaper alternative to cable, streaming is steadily converging on higher monthly costs, especially for customers who prefer ad-free viewing.
For many households, these hikes will mean a higher bill unless they make changes. Some may choose to downgrade to ad-supported tiers, sacrificing uninterrupted viewing for lower costs. Others may look for bundles through wireless or pay-TV providers that soften the financial impact. Promotions and seasonal discounts can also help, but the broader reality is clear: the era of bargain streaming is ending.
Streaming remains central to how Americans watch entertainment, but the focus has shifted. For Disney and its rivals, the priority is no longer subscriber growth at any price — it’s turning streaming into a durable profit engine.
