Disney+ Announces Fourth Consecutive Price Hike for US Streaming Plans Starting October 21

Disney+ Announces Price Hikes in the US: What Subscribers Need to Know

Disney+ has announced another price increase for its streaming plans in the United States, marking the fourth consecutive year of such adjustments. The changes, set to take effect on October 21, 2025, will impact both ad-supported and premium subscriptions, as well as bundled packages including Hulu and ESPN+. This move aligns with a broader industry trend toward profitability in the competitive video streaming market.

Impact and Effective Dates

The price increases will apply to both new and existing customers in the US, taking effect on October 21, 2025, as their billing cycles renew. Currently, these changes are limited to the United States. While there's no official confirmation for Europe or Spain, past trends suggest similar adjustments could be implemented in the future.

Disney justifies this decision as part of its strategy to improve streaming profitability and continue funding original content and productions. Company representatives emphasize the goal of balancing investment, content quality, and business sustainability. This adjustment follows similar moves by competitors like Netflix, Max, and Prime Video.

New Pricing Structure for Disney+

Here's a breakdown of the new Disney+ subscription prices in the United States:

• Disney+ with Ads: $11.99/month (previously $9.99) – a $2 increase.
• Disney+ Premium (No Ads): $18.99/month (previously $15.99) – a $3 increase.
• Premium Annual Subscription: $189.99/year (previously $159.99) – a $30 increase.

Bundled packages including Hulu and/or ESPN+ will also see similar price increases.

Company Rationale and Market Context

Disney explains that the price hikes are necessary to maintain a stable investment flow in content and technology while driving the streaming division towards sustained profitability. The company is also working on integrating services following the full acquisition of Hulu, aiming for a more seamless user experience within the Disney+ app.

In addition, Disney is cracking down on account sharing to protect revenue, aligning with industry practices to limit unauthorized usage. This, along with ad-supported plans, serves as an additional lever to adjust the Average Revenue Per User (ARPU).

Implications for Subscribers and Potential Moves in Spain

For US subscribers, the price increase will be reflected in the next billing cycle. To mitigate the impact, users might consider switching to the ad-supported plan or exploring bundled offers. Currently, in Spain, reference prices are around €5.99 (with ads), €9.99 (standard, no ads), and €13.99 (Premium), but future changes will depend on official announcements from Disney.

Some users might opt to renew their subscriptions before the new prices take effect (where applicable) to maintain the current rate for the contracted period. Alternatives include reviewing bundled options with Hulu/ESPN+ or canceling subscriptions if necessary. It's anticipated that these price increases will lead to some subscription cancellations or plan changes, given the competitive streaming landscape.

Recent Data and Background

In its latest quarterly report in August, Disney reported adding 1.8 million Disney+ subscribers, bringing the global total to around 128 million. The platform has seen multiple price increases since 2022, with significant adjustments in October 2023 and October 2024, maintaining the annual revision cadence in the US market.

Besides Disney+, the group is exploring new monetization avenues such as a standalone ESPN streaming service with a separate monthly fee and discounted bundled packages. Disney maintains that the pricing plan was scheduled months in advance and responds to financial and product criteria, rather than specific market conditions.

Competitive Landscape: Alternatives to Disney+

The streaming market is highly competitive. Here are some platforms that compete with Disney+:

• Netflix: Offers a vast library of films, series, and original productions.
• Amazon Prime Video: Integrates streaming with other benefits like free shipping.
• HBO Max: Focuses on high-quality productions, including series and films from Warner Bros.
• Apple TV+: Features award-winning original productions.
• Paramount+ and Peacock: Offer specific catalogs and competitive pricing.

Disney+ Price Changes: A Summary

Disney+ is increasing prices in the United States to bolster profitability and sustain its content offerings. Ad-supported plans are gaining prominence as a more economical alternative, and although no changes have been announced for Spain, the precedent suggests close monitoring of future developments is warranted.