Disney Hikes Ad-Free Disney+ Prices by 13% Amid Streaming Focus

The Walt Disney Company (DIS) recently raised its standalone ad-free Disney+ and Hulu prices by 13% to $21.49 per month, marking its sixth U.S. streaming price increase in as many years, according to Bloomberg.

This move is part of the company's efforts to invest in technology, features, and personalization, as stated by the CFO Hugh Johnston.

Ad-supported standalone plans rose 50 cents to $12.49 after a $2 increase in October 2025, while ad-supported Disney+ and Hulu bundles held at $12.99 after rising $2 that month.

Johnston explained that streaming profit dollars now outrank margin, with the company's focus on driving revenue growth and absolute OI dollar growth rather than just focusing on margins.