Disney+ and Hulu Subscription Price Increases Amid Controversy

Walt Disney Company has announced a new round of price increases for its streaming services, Disney+ and Hulu, effective October 21, 2025. The ad-supported Disney+ plan will rise from $9.99 to $11.99 per month, while the ad-free Disney+ Premium plan will increase from $15.99 to $18.99. The Hulu standalone plan with ads will also see a price hike from $9.99 to $11.99. Additionally, ESPN Select will increase from $11.99 to $12.99 per month. Various bundles, including those combining Disney+, Hulu, and ESPN, will also experience price increases, with the Disney+ and Hulu bundle rising to $12.99 and the Disney+, Hulu, and ESPN Select bundle increasing to $19.99.

Disney Sets Brutal Streaming Price Increase Amid Jimmy Kimmel ControversyTechCrunchHollywood Reporter

This price adjustment comes at a particularly sensitive time for Disney, following significant backlash over the temporary suspension of "Jimmy Kimmel Live!" The show was pulled from the air after Kimmel made controversial comments regarding the assassination of conservative activist Charlie Kirk. The decision to suspend the show led to widespread public outrage and calls for boycotts of Disney's streaming services. In response to the backlash, Disney reinstated Kimmel's show just days later, but the damage to subscriber sentiment was already evident, with many users publicly canceling their subscriptions.

CNN

Disney has stated that the price increases are part of its regular business strategy to enhance profitability from its streaming platforms. A source familiar with the matter confirmed that the company had been planning these hikes for weeks, despite the recent controversy. The timing of the announcement, however, has drawn criticism, as many see it as an attempt to recover lost subscribers amid the Kimmel debacle.

CNN

Critics have expressed concern that the price hikes will further alienate subscribers already disillusioned by Disney's handling of the Kimmel situation. Many users have taken to social media to voice their dissatisfaction, arguing that increasing prices during a time of subscriber loss is counterproductive. Some have labeled the decision as a "quick way to lose subscribers," suggesting that it may exacerbate the company's ongoing challenges in retaining its audience.

The Sun - US

While Disney's price increases align with its historical pattern of annual hikes, the current context of subscriber cancellations raises questions about the effectiveness of this strategy. Some reports indicate that the price hikes were planned well in advance, while others suggest they were a reaction to the backlash against the Kimmel suspension. The discrepancy in narratives highlights a gap in understanding Disney's strategic decision-making process during this tumultuous period.

The Verge

As Disney prepares to implement these price changes, it will need to navigate the fallout from the Kimmel controversy and the potential impact on subscriber retention. The company is also moving towards a planned integration of Hulu into Disney+ by 2026, which may further influence pricing strategies and service offerings in the future.

Business Insider

• “99 The timing of this increase couldn't have been worse for the House of Mouse.” — Marisa Kabas, Journalist

Disney Sets Brutal Streaming Price Increase Amid Jimmy Kimmel Controversy

• “We hit some new lows over the weekend with the MAGA gang desperately trying to characterize this kid who murdered Charlie Kirk as anything other than one of them and doing everything they can to score political points from it,” — Jimmy Kimmel, Host

Forbes

• “Disney is raising the price of Disney+ and Hulu subscriptions once again.” — Disney Announcement

TechCrunch

This latest round of price increases reflects Disney's ongoing efforts to balance profitability with subscriber satisfaction in an increasingly competitive streaming landscape.

The Verge