Disney raises ad-free Disney+ price by 13% to $21.49

The Walt Disney Company is preparing to raise prices across several streaming services as early as Wednesday, according to a Bloomberg report. The ad-free Disney+ tier will rise 13%, up $2.50 to $21.49 per month. Standalone ad-free Hulu will undergo the same price hike.

The change narrows the price gap with rival Netflix, which charges $26.99 per month for its top-tier plan. Disney is adjusting standalone rates while promoting bundled packages to reduce subscriber cancellations.

Standalone ad-supported plans for Disney+ and Hulu will each increase by 50 cents to $12.49 per month. The ad-supported bundle will stay unchanged at $12.99 per month, while the ad-free combined plan will increase by $2 to $21.99 monthly.

Media competitors including Netflix, Apple, Comcast, and Paramount Skydance have also elevated subscription fees. Disney previously reported a 64% surge in operating income for its entertainment segment in the third quarter.

The pricing updates follow recent leadership changes, including the appointment of Adam Smith as sole chair of the streaming division and Karandeep Anand as Chief Technology Officer. CEO Josh D'Amaro noted plans to expand the digital ecosystem into merchandise, gaming, and interactive experiences. Disney shares traded largely flat on Wednesday.