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Disney to Raise Streaming Prices for Disney+, Hulu, Bloomberg Reports
The Walt Disney Company (NYSE:DIS) is preparing to increase prices across its core streaming services as early as Wednesday, according to a report from Bloomberg. The move reflects a broader industry push toward sustainable profitability in the direct-to-consumer market.
A Closer Look at the New Pricing
The reported adjustments will affect both standalone and bundled plans, with a clear incentive for subscribers to choose combined offerings. The price changes include:
- Ad-Free Disney+: A 13% increase of $2.50 to $21.49 per month.
- Ad-Free Hulu: An identical increase to $21.49 per month.
- Ad-Supported Bundle (Disney+ & Hulu): The price will remain unchanged at $12.99 per month, significantly increasing its relative value.
- Ad-Free Bundle (Disney+ & Hulu): A smaller increase of $2 to $21.99 per month.
Standalone ad-supported tiers for both Disney+ and Hulu will each see a modest 50-cent increase to $12.49 per month, the report stated.
Strategic Rationale
AdThis pricing strategy appears designed to accelerate direct-to-consumer margins and reduce subscriber churn by making bundled packages more financially attractive than individual subscriptions. The new price for the flagship ad-free Disney+ service also narrows the gap with its primary competitor, Netflix Inc., whose top-tier plan is priced at $26.99 per month.
The adjustment follows a period of strong performance for Disney's entertainment segment, which reported a 64% surge in operating income in its third quarter. The company joins other media giants like Netflix, Apple, and Comcast in raising subscription fees to improve the financial health of their streaming divisions.
Market Impact
Despite the news of the impending price hikes, shares of Disney remained largely flat in Wednesday trading. The muted market reaction suggests investors are weighing the potential for increased revenue against the risk of subscriber resistance or cancellations in a competitive streaming landscape.
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