Disney+ and Hulu Raise Ad-Free Prices Again, as Streaming Costs Outpace Inflation

Disney is raising prices for its standalone ad-free Disney+ and Hulu subscriptions in the US, according to TechSpot. Each will increase from $18.99 to $21.49 per month, a $2.50 rise, or about 13.2%. The ad-free bundle of both services will go up by $2, from $19.99 to $21.99.

The ad-supported standalone plans will each rise by 50 cents, from $11.99 to $12.49, but the ad-supported Disney+/Hulu bundle—described as the most popular option—will remain at $12.99 per month. This means the ad-supported bundle costs only 50 cents more than either standalone ad-supported subscription. Buying both services separately costs about 48% more with ads and 49% more without ads, based on the new prices.

The largest monthly increases affect Hulu + Live TV. Both its standard and Premium packages will rise by $10, to $99.99 and $109.99, respectively.

Disney defended the move by citing investments in new technology, features, and personalization, and noted that competitors have introduced larger price increases. A company spokesperson told TechRadar that while competitors raised prices by an average of 13% this year, Disney held its most popular bundle steady and increased standalone ad-supported offerings by just 4%.

This is the sixth annual price hike for Disney+’s ad-free tier since launch. The service debuted in November 2019 at $6.99 per month. It rose to $7.99 in 2021, $10.99 in 2022, $13.99 in 2023, $15.99 in 2024, $18.99 in 2025, and will reach $21.49 in September 2026. That total increase of $14.50 represents a 207.4% jump, more than tripling the original price.

The trend extends beyond Disney. The combined monthly cost of eight major ad-free streaming services purchased separately now slightly exceeds $151, up from roughly $90 four years ago, according to TechSpot. This far outpaces inflation: consumer prices have risen by an average of 3.84% annually since 2019.

Interpretation: The widening gap between ad-free and ad-supported pricing suggests Disney is steering subscribers toward cheaper, ad-based bundles. The ad-supported bundle’s unchanged price makes it an increasingly attractive option for cost-conscious viewers, while the ad-free standalone plans become a premium choice. For daily use, the key question is whether the improvements Disney mentions—new technology, features, and personalization—justify the higher cost. The source does not detail specific enhancements, so subscribers must judge based on their own experience.

Given the streak of annual increases and the disparity with inflation, the value proposition of ad-free streaming is eroding. Those who primarily want on-demand content without ads may find the bundle savings compelling, but the overall cost climb is a sector-wide issue. Disney’s move follows a pattern of price hikes across the industry, leaving consumers to decide if the ad-free experience remains worth the growing premium.