DIS
Another little bite out of your streaming budget
Disney is back at the subscription-price blender. On Sept. 23, the company raised U.S. prices for Disney+ Premium and Hulu Premium to $21.49 a month, up 13% from $18.99, while also hiking several Hulu + Live TV packages and bundle tiers.
For new subscribers, the higher rates kick in immediately. Existing customers will get the new bill shock on their next monthly cycle. Because apparently your streaming apps now have the same energy as a gym membership: they keep getting more expensive whether you used them or not.
Bundles: the grown-up version of a buy-one-get-one deal
The pricing move also makes Disney’s bundles look a lot more tempting than paying à la carte. Buying Disney+ Premium and Hulu Premium separately now costs $42.98, while the bundle comes in at $21.99. That’s not subtle. That’s Disney practically putting a neon arrow on the bundle button.
The company has now raised U.S. streaming prices four times in four years, and the ad-free Disney+ plan has nearly doubled from its 2023 level. Translation: Disney is betting that users either grumble and stay, or trade up to bundles that boost average revenue per user.
Why investors care
This is classic streaming economics in 2026: grow, raise prices, bundle harder, repeat. It’s not exactly glamorous, but it can be a real margin story if churn stays contained.
- More revenue per subscriber without needing a blockbuster hit every quarter
- Better bundle economics if users consolidate services inside Disney’s ecosystem
- A reminder that streaming is still moving from “growth at any cost” to “please pay the bill”
Big picture: Disney isn’t just selling movies and Marvel reruns anymore. It’s trying to turn streaming into a sturdier cash machine, one price hike at a time.