Full Breakdown
ESPN Announces First Direct-to-Consumer Price Increase Effective September 17
8/25/2026, 12:48:29 AM
Core Event
On September 17, ESPN will raise the cost of its ad-supported Select membership from $12.99 to $13.99 per month and increase the Unlimited plan from $29.99 to $31.99 per month, according to a support page referenced by The Verge. The same page lists annual Select pricing moving from $129.99 to $139.99 and Unlimited from $299.99 to $319.99. Sports Media Watch reports a slightly different figure, stating the Unlimited monthly price will become $32 (up from $30) and the annual fee will rise from $300 to $320. Both sources note that bundles pairing ESPN Select with Disney Plus and Hulu will also increase, while bundles that include ESPN Unlimited remain unchanged.
Conflicting Reports & Gaps
The two outlets differ on the exact new Unlimited price and the baseline figures: The Verge cites $31.99/month (previously $29.99) and $319.99/year (previously $299.99), whereas Sports Media Watch lists $32/month (previously $30) and $320/year (previously $300). No additional clarification has been provided by ESPN, leaving the precise amounts uncertain.
Background & Context
ESPN launched its direct-to-consumer (D2C) platform in August 2025, marking its first standalone streaming service. The September 2026 hike represents the first price adjustment since that launch. The move follows a broader trend of rising streaming costs, with Peacock recently raising all three tiers and YouTube TV climbing from $35/month at launch in 2018 to over $80/month today.
Official Statements & Responses
In an internal memo obtained by Sports Media Watch, ESPN chairman Jimmy Pitaro described the D2C rollout as being in its “early innings,” emphasizing the company’s focus on building a sustainable subscription model. The memo did not address specific pricing rationales.
Impact and Market Implications
An Axios report, cited by both sources, indicates that roughly four-in-five ESPN Unlimited subscribers receive the service through a Disney Plus/Hulu bundle, a package whose price remains at $36/month (or $45/month for the ad-free version). The unchanged bundle pricing may mitigate subscriber churn, but the higher cost for standalone and Select-based bundles could pressure price-sensitive consumers. The increase adds to a pattern of escalating fees across the streaming MVPD landscape, potentially influencing future subscription decisions.
