The Walt Disney Company announced Friday, September 25, 2026, that it will raise subscription prices for its Disney+ and Hulu streaming services, the latest adjustment as streaming platforms contend with rising content and sports-rights costs.
Disney said the changes will affect select subscription tiers and bundle offerings. The company directed subscribers to account communications and its online support pages for the full list of new prices and the specific dates when those prices will take effect.
The move comes amid a broader industry trend in which streamers are balancing growth with profitability by adjusting price points, expanding ad-supported options and refining bundles. Disney’s streaming business has been investing heavily in original franchises and live sports, steps that have increased operating costs and put pressure on margins.
Higher pricing typically raises average revenue per user, but it also carries the risk of accelerating churn among price-sensitive customers. Ad-supported tiers, promotional discounts and bundle incentives will be central tools for Disney to mitigate subscriber losses while boosting revenue.
Investors and industry watchers will be looking for any updated subscriber guidance and the near-term revenue impact when Disney reports results in the coming quarter. Competitors and distribution partners may also adjust offers in response as the market recalibrates.
Subscribers should check their accounts and Disney’s official support pages for plan-level details and timing. This is a developing story and will be updated as Disney publishes full pricing tables and implementation timelines.
