Disney is once again raising prices for its U.S. streaming sites Disney+ and Hulu, and subscribers aren’t happy.
Ad-free plans for both Disney+ Premium and Hulu Premium will each rise from $18.99 to $21.49 per month, which is a 13 percent increase, according to Variety. The ad-free individual subscriptions are also increasing by 50 cents per month, to $12.49 for each service.
The pricing strategy is likely designed to push consumers towards bundle deals. The Disney+/Hulu Premium bundle is increasing by $2, from $19.99 to $21.99/month, which is nearly half the cost of purchasing each individual streaming plan.
Meanwhile, the ad-supported Disney+ and Hulu bundle is increasing by 50 cents to $12.99.
Subscribers are never happy about the constant creep of what’s been dubbed as “streamflation,” but this particular hike — the fourth in four years — has sparked calls for people to cancel their subscriptions in protest.
One person wrote on X: “When will people learn to cancel. If you don’t cancel, they will keep doing this cause they think you don’t care. Cancel your subscription and pay for physical media. One time payment and you never pay again.”
“Y'all need to stop paying for it or they will continue to raise it…” said another person.
“People, please, stop paying for this. there is no end if you don't cancel,” added another.
“Already cancelled it last time. Missed nothing,” remarked another person. “What have they added on their catalogue that’s worth the continual increase?” asked one commenter.
“Just having 2 streaming services is as much as paying for cable now,” wrote another, as one said: “Might as well just switch back to cable [at this point].”
“There’s like 5 shows I actually watch and half of them aren't even on Disney+ anymore yet they keep billing me like we're in a committed relationship. I don't remember signing up for,” said one person.
The higher prices come as Pixar blockbuster Toy Story 5 debuted Wednesday on Disney+. The Independent has contacted Disney for comment.
Disney’s streaming price hikes have become an annual occurrence, with the most recent increase marking the fourth time in four years in the U.S. market.
The ad-free Disney+ tier has now nearly doubled in price from the $10.99/month rate it was being sold at in 2023.
The latest increase will be effective Wednesday, September 23, for new subscribers. Existing customers will see the new pricing on their next monthly bill.
