# Disney+ and Hulu implement significant price hikes following profit surge Streaming services increase subscription costs by up to 13% after doubling operating income. - **Source:** [Tech - Ars Technica](https://arstechnica.com) - **Published:** 2026-09-23 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/8128bac8-b4e3-479a-808c-7495383c531c ## Fourth consecutive annual increase Disney+ has raised prices for the fourth year in a row, with ad-free plans jumping 13% from $19 to $21.50 monthly. Hulu's ad-free tier saw identical percentage increases. The services' ad-supported options rose more modestly from $12 to $12.50. These changes follow similar ESPN price hikes in mid-September, indicating a coordinated pricing strategy across Disney's streaming portfolio. ## Bundle pricing adjustments Disney increased prices for most streaming bundles, with the ad-free Disney+/Hulu package rising from $20 to $22 monthly. The premium Disney+/Hulu/ESPN bundle without ads jumped from $29 to $33. Notably, the basic $13 ad-supported bundle remained unchanged, suggesting strategic price anchoring. Hulu + Live TV saw the largest dollar increase at $10/month, reflecting rising content acquisition costs for live programming. ## Competitive positioning The hikes make Disney's services more expensive than Netflix's comparable tiers, except for 4K/HDR offerings. Netflix's ad-supported plan remains at $9, while Disney's starts at $12.50. This pricing reflects Disney's focus on premium content and bundled offerings rather than direct price competition. The gap highlights different strategic approaches in the streaming wars - volume versus premium positioning. ## Financial context The increases follow Disney reporting 11% revenue growth and 116% operating income surge to $712M for its streaming segment. However, this remains dwarfed by Netflix's $4.19B quarterly operating income. With 131.6M Disney+ and 59.7M Hulu subscribers versus Netflix's 325M, Disney appears focused on ARPU growth rather than subscriber catch-up in its path to profitability. ## Historical pattern Disney+ has raised prices every October since 2022 (except December 2022), establishing an annual adjustment rhythm. Hulu shows identical timing since 2022. This predictable cadence helps condition subscriber expectations while allowing Disney to systematically test price elasticity. The consistent timing suggests sophisticated revenue management rather than reactive pricing decisions. ## Strategic implications The increases reflect Disney's confidence in its content moat despite competitive pressures. By making standalone plans relatively more expensive, Disney likely aims to drive subscribers toward higher-margin bundles. Industry data shows bundles reduce churn, while the unchanged basic bundle price maintains an entry point for price-sensitive customers. ## Market reaction The timing coincides with streaming's broader pivot from subscriber growth to profitability. Disney's ability to implement regular price hikes without significant subscriber loss demonstrates strong brand loyalty. However, the widening price gap with Netflix may test this loyalty, especially among casual viewers less invested in Disney's exclusive content. ## Future outlook Disney's pricing power appears intact, but continued increases risk pushing against elasticity limits. The company must balance ARPU growth with maintaining its subscriber base against formidable competitors. Success will depend on maintaining perceived value through exclusive content while optimizing its bundle strategy to maximize lifetime customer value. ## Sources covering this story - https://arstechnica.com/gadgets/2026/09/disney-and-hulu-raise-prices-by-up-to-13-percent-after-doubling-profits/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._