Disney Plus and Hulu may have a sequel no one asked for: Another price hike

At this point, streaming services hiking subscription prices feel like an annual tradition. Just as users have started coming to terms with Disney Plus’ last price hike, the streaming giant seems to be gearing up for another.

The development was highlighted by Bloomberg, quoting unnamed “people familiar with the matter.” According to the source, the streaming service is hiking prices across several of its Disney Plus and Hulu subscription plans, with users expected to be officially notified of the change as early as today, Wednesday, September 23.

The standalone ad-supported Disney Plus plan will increase from $11.99 to $12.49 per month, while the Disney Plus Premium plan without ads will increase from $18.99 to $21.49 per month. That’s a 13% increase.

The report highlights a similar fate for standalone Hulu plans and bundle plans. The standalone ad-supported Hulu plan will jump from $11.99 to $12.49 per month, while the ad-free Hulu plan will increase from $18.99 to $21.49 per month.

Those on ad-free tiers have clearly been hit the hardest, while those on ad-supported tiers pay only $0.50 more than before. The pattern is reiterated with bundles, with Disney taking the Disney Plus and Hulu without ads plan from $19.99 to $21.99, while the ad-supported tier retains its $12.99 monthly price.

Different year, same playbook

For reference, before last year’s price hike kicked in in October 2025, the standalone Disney Plus Premium plan without ads cost users $15.99. In less than a year, the same users are about to see their monthly streaming bill jump by $5.50. That’s $66 extra annually for the exact same subscription.

We aren’t exactly sure when the latest price hike will take effect, though we’ve found a clear pattern. Disney confirmed last year’s price hike on September 23. Today is September 23. That puts us exactly a year from last year’s announcement. The previous increases took effect on October 21, 2025, roughly four weeks after they were announced. Whether Disney follows a similar timeline this year remains to be seen.