The Walt Disney Company announced price increases for several Disney+ and Hulu subscription plans on Wednesday, September 23, 2026. The changes include a 13% rate hike for standalone ad-free tiers, while the cost of three specific streaming bundles will remain unchanged. These new rates took effect immediately for new subscribers, with existing customers scheduled to see the adjusted billing on their next monthly statement in October 2026.
This announcement marks the fourth time in four years that the company has raised prices for its U.S. streaming services. Previous increases occurred in October 2023 and October 2024. The adjustments follow the integration of Disney+ and Hulu into a unified app experience.
Under the new pricing structure, standalone premium (ad-free) plans for both Disney+ and Hulu rose by $2.50 to $21.49 per month. Standard standalone plans with advertising increased by 50 cents to $12.49 per month. The Disney+ and Hulu Premium bundle increased by $2 to $21.99, while the bundle for those two services with ads remained at $12.99. Hulu + Live TV packages rose by $10 to $99.99 for the ad-supported version and $109.99 for the premium version.
These changes affect households subscribed to one or more of Disney’s digital platforms, including Disney+, Hulu, and ESPN. The ad-free tier of Disney+ has now nearly doubled in price compared to its $10.99 monthly rate prior to the fall 2023 increase.
Subscribers will notice the change in their billing statements starting in October 2026. Those who use the ad-supported Disney+ and Hulu bundle will see no change in their $12.99 monthly bill, a move the company says preserves a "high-value option." However, users of the Disney+, Hulu, and ESPN Select bundle with ads will see a $2 monthly increase to $21.99. The ESPN Unlimited standalone service also recently became more expensive, rising by $2 to $31.99 per month on September 17, 2026.
The price increases suggest a shift toward encouraging customers to adopt multi-service bundles rather than individual subscriptions. For example, the combined premium bundle at $21.99 is now 50 cents more expensive than a single standalone premium plan for either Disney+ or Hulu. The price hike announcement occurred the same day the Pixar film "Toy Story 5" debuted on Disney+, September 23, 2026. Existing subscribers should check their specific plan details before their October billing date to confirm their new monthly rate.