Disney+ and Hulu Raise Ad-Free Prices Again, but Bundles Hold Steady

Disney is raising subscription prices for its streaming services Disney+ and Hulu, according to a report by TechSpot. The change marks the second consecutive year of price increases for the standalone ad-free tiers. However, the company is keeping the cost of its most popular bundle unchanged, a move that may soften the impact for some subscribers.

Starting in September 2026, the ad-free standalone plans for Disney+ and Hulu will each increase from $18.99 to $21.49 per month, a rise of $2.50 or about 13.2%. The ad-free bundle that includes both services will go up by $2, from $19.99 to $21.99 per month. For subscribers who opt for the ad-supported versions, the standalone plans will each see a smaller increase of 50 cents, from $11.99 to $12.49 per month. The ad-supported bundle, which TechSpot identifies as the most popular option, remains at $12.99 per month.

The pricing structure now makes the two-service bundles only 50 cents more expensive than either corresponding standalone subscription. According to the report, the bundles offer savings of approximately 48% with ads and 49% without ads compared to buying both services separately.

Larger increases apply to the Hulu + Live TV packages. Both the standard and Premium tiers will rise by $10 per month, reaching $99.99 and $109.99 respectively.

Disney has defended the increases by citing ongoing investments in new technology, features, and personalization. A company spokesperson told TechRadar that competitors have raised prices by an average of 13% this year, while Disney is keeping its most popular bundle unchanged and increasing standalone ad-supported offerings by just 4%.

The ad-free Disney+ subscription has now seen six annual price hikes since its launch in November 2019. It started at $6.99 per month and climbed to $7.99 in 2021, $10.99 in 2022, $13.99 in 2023, $15.99 in 2024, $18.99 in 2025, and now $21.49 in September 2026. That represents an increase of $14.50 per month, or 207.4%, making the ad-free service just over three times its original price.

These increases are part of a broader trend in the streaming industry. The combined cost of ad-free plans from eight major subscription services now exceeds $151 per month when purchased separately, up from roughly $90 four years ago. That growth far outpaces inflation, as consumer prices have risen by an average of 3.84% annually since 2019.

For consumers, the value proposition of streaming continues to shift. While Disney points to enhancements, the steady price hikes may prompt subscribers to reevaluate their streaming budgets. The unchanged price of the ad-supported bundle could make it a more attractive option for those willing to tolerate ads in exchange for cost savings. However, the overall trend suggests that streaming services are becoming increasingly expensive, and subscribers may need to choose carefully which services to keep.