Disney Hikes Prices for Disney+, Hulu Streaming Services

Disney is rolling out price increases for both ad-free and ad-supported plans on its streaming services, Disney+ and Hulu. The changes will affect subscribers starting as early as Wednesday this week. The ad-free Disney+ plan will rise by $2.50 to $21.49 per month, mirroring a similar increase for Hulu's ad-free option. Those who opt for the ad-supported plans can expect a 50-cent bump, bringing prices up to $12.49 per month for each service.

The company is also adjusting its bundles, with the ad-free combo of Disney+ and Hulu increasing by just $2 to $21.99 per month. This represents a relatively small price hike compared to paying for both services separately. The ad-supported bundle remains unchanged at $12.99 per month.

Disney's pricing move comes as part of a broader push to upgrade its streaming business, which includes the appointment of Adam Smith as chair of its direct-to-consumer group and the creation of a chief technology officer role. The company has reported increased operating income in its entertainment unit, driven by subscriber growth and profit margins.

The changes are not unique to Disney, with other major players like Netflix, Apple Inc., Comcast Corp., and Paramount Skydance Corp. also raising prices to bolster profitability. As the streaming market continues to evolve, Disney's premium ad-free plan now sits closer to Netflix's offering at $26.99 per month for a comparable 4K, multi-device setup.