Disney+ is getting more expensive for the sixth year in a row.
The cost of the ad-free Disney+ and Hulu plans will imminently increase to $21.49 a month, up from $18.99 a month, a company spokesperson confirmed to Business Insider. Bloomberg first reported the pricing change.
Disney is hiking the ad-free bundle of Disney+ and Hulu to $21.99 a month, up from $19.99, the spokesperson said.
Disney is raising the cost of its stand-alone, ad-supported Disney+ and Hulu plans to $12.49 a month. The price of the ad-supported Hulu-Disney+ bundle is staying flat at $12.99.
Streaming services have consistently received price hikes as media giants strive to satisfy Wall Street. However, companies like Disney and Netflix have hiked prices for ad-supported plans more gradually, reasoning that they can generate more incremental revenue from those subscribers and give customers a lower-cost alternative.
Peacock hiked prices in August and now charges $19.99 a month for its ad-free plan, up from $16.99, while its ad-supported version costs $12.99 a month instead of $10.99.
Netflix raised prices in March, asking subscribers to pay $2 more a month for its standard ad-free plan ($19.99) and the premium 4K plan ($26.99). The cost of Netflix’s ad-supported plan rose by $1 a month to $8.99. That plan is tied for the cheapest among major streamers with Paramount+ and the stand-alone ads version of Prime Video.
Apple TV increased its cost to $14.99 a month in August, up from $12.99. The tech giant doesn’t offer an ad-supported tier.
Consumers have increasingly turned to free services like YouTube, Tubi, and The Roku Channel as streaming prices have risen in recent years.
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Several Hollywood giants, including Disney and Paramount Skydance, are exploring adding free tiers to their streamers.