Expand / Scene captured from Secret Invasion, exclusively available on Disney+. (credit: Marvel)
Recently, The Walt Disney Company declared plans to implement price increases for its streaming platforms—Disney+, Hulu, and ESPN+. This announcement comes alongside the company’s revelation that its streaming division has achieved profitability for the very first time.
This raises an interesting question: if Disney is now seeing profit for its streaming services, what’s driving their decision to raise prices yet again?
Disney Justifies Price Hikes as Earned Growth
The upcoming changes will take effect on October 17, with subscription fees for ad-supported and ad-free tiers of Disney+, Hulu, and ESPN+ set to increase by up to 25%, contingent upon the plan selected (detailed pricing adjustments can be found here). These latest hikes precede earlier adjustments made in both October 2023 and August 2022.
This trend of rising costs reflects strategic pricing efforts aimed at sustaining profitability amid growing competition within the streaming industry. As media consumption evolves, so too does the need for platforms like Disney+ to maximize revenue while providing quality content that attracts subscribers.
