Disney+ and Hulu raise prices for the fourth time in four years

Disney has implemented its fourth price increase for Disney+ and Hulu in as many years, raising costs for ad-free and bundled subscriptions immediately. The move comes as the company also reduces its content offerings, including canceling live-action Marvel and Star Wars shows.

LazyFounders

Sep 24, 2026·4 min read

Disney+ and Hulu raise prices for the fourth time in four years — Image: Engadget via Engadget

30 SEC SUMMARY

Disney has raised prices for Disney+ and Hulu for the fourth time in four years, with immediate effect.
The ad-free Disney+ subscription now costs $21.50 per month, a 13% increase.
Disney+ and Hulu bundles have also seen price hikes, except for the ad-supported bundle, which remains at $13.
Disney+ is reducing content offerings while increasing prices, including canceling live-action Marvel and Star Wars shows.
Hulu continues to offer next-day access to network content, differentiating its value proposition.

Price increases take effect immediately
Content cuts accompany price hikes
What this means
Key takeaways
FAQ
Sources

KEY HIGHLIGHTS

Disney+ ad-free subscription jumps 13% to $21.50 per month.
Ad-free Disney+ and Hulu bundle rises by $2 to $22 per month.
Disney+ is reducing content, including live-action Marvel and Star Wars shows.
Hulu’s ad-supported bundle remains at $13, unchanged.
This is the fourth price hike for Disney+ and its bundles in four years.

Price increases take effect immediately

According to Engadget, Disney has raised the prices of its Disney+ and Hulu streaming services for the fourth time in four years. The new pricing is effective immediately.

The ad-free Disney+ subscription now costs $21.50 per month, a 13% increase from its previous price. The ad-free bundle, which includes both Disney+ and Hulu, has risen by $2 to $22 per month.

The ad-supported Disney+ and Hulu plans are now priced at $12.50 per month, up from $12. However, the ad-supported bundle for both services remains unchanged at $13 per month.

Content cuts accompany price hikes

Disney+ is reducing its content offerings while simultaneously increasing prices, a move reported by Engadget. This includes canceling several high-profile live-action Marvel and Star Wars shows.

Notably, Daredevil: Born Again will conclude in 2027 and is reportedly the last live-action Marvel series on the platform. Additionally, there are no announced live-action Star Wars projects beyond the second season of Ahsoka.

The strategy contrasts with Hulu, which continues to offer fresh programming and next-day access to content from networks like ABC and Fox. This differentiation may help Hulu retain subscribers even as Disney+ tightens its content slate.

What this means

LazyFounders analysis — our interpretation, not reported fact.

Disney’s repeated price increases for its streaming services reflect a broader industry shift toward prioritizing profitability over subscriber growth. For founders, this is a case study in the risks of relying on aggressive pricing strategies to offset rising costs or declining content budgets.

The decision to cut content while raising prices is particularly noteworthy. It suggests Disney is betting that its brand strength and bundled offerings will retain customers despite reduced value. However, this strategy could backfire if subscribers perceive they are paying more for less. For operators, this highlights the importance of balancing cost management with customer perception—especially in saturated markets like streaming.

Hulu’s comparatively stable positioning, with fresh programming and network content, underscores the value of diversified offerings in retaining subscribers. Founders should take note: differentiation matters, and relying solely on price hikes without clear added value can erode trust and loyalty.

Key takeaways

Disney+ and Hulu have implemented their fourth price increase in four years, with immediate effect.
The ad-free Disney+ plan now costs $21.50 per month, up 13% from previous pricing.
Bundles involving Disney+ and Hulu have also seen price increases, except for the ad-supported bundle, which remains unchanged.
Disney+ is cutting content, including live-action Marvel and Star Wars shows, while raising prices.
Hulu continues to provide next-day access to network content, maintaining a competitive edge.

FAQ

Why is Disney raising prices for Disney+ and Hulu?

Disney is increasing prices for its streaming services as part of a broader strategy to improve profitability. This is the fourth price hike in four years, reflecting the company’s shift from prioritizing subscriber growth to generating sustainable revenue.

How much have the prices increased?

The ad-free Disney+ subscription has increased by 13% to $21.50 per month. The ad-free Disney+ and Hulu bundle has risen by $2 to $22 per month. The ad-supported Disney+ and Hulu plan is now $12.50 per month, while the ad-supported bundle remains at $13.

Is Disney+ cutting content while raising prices?

Yes. Disney+ is reducing its content offerings, including canceling live-action Marvel and Star Wars shows. This means subscribers are paying more for a smaller catalog of exclusive content.

How does Hulu’s strategy differ from Disney+?

Unlike Disney+, Hulu continues to offer fresh programming and next-day access to content from networks like ABC and Fox. This strategy helps maintain its value proposition even as Disney+ scales back its offerings.

Related on LazyFounders

Sources

Engadget · 2026-09-23
Disney+ And Hulu Are Getting Even More Expensive (Again)

This story is an original summary and analysis written by LazyFounders from the reporting listed above. Facts are attributed to their original publishers; sections marked as analysis are LazyFounders's opinion. Where a source is in another language, facts were machine-translated and quotations are reported, not reproduced. Read the original coverage via the links.