Disney has announced it will raise prices across many of its streaming offerings starting October 21, 2025. The timing is striking: come the same week, Disney also scrambled to respond to public backlash over ABC’s abrupt suspension of “Jimmy Kimmel Live!”.
What’s Changing — Plan by Plan
Here’s a breakdown of what’s going up:
| Plan / Bundle | Previous Price | New Price as of Oct. 21 |
|---|---|---|
| Disney+ with ads | $9.99/month | $11.99/month |
| Disney+ premium (no ads) | $15.99/month | $18.99/month |
| Annual premium | — | $189.99 (a $30 bump) |
| Bundles (Disney+ + Hulu, Disney+ + Hulu + ESPN, with or without ads) | — | Up $2–$3 depending on the package |
| NFL+ plans | — | Will remain unchanged |
Disney says the increases were foreshadowed during its most recent quarterly earnings call, where the company flagged a modest growth in Disney+ subscribers heading into Q4. It’s not new: October 2024 saw similar price hikes of $1–$2 for many plans.
Why the Hike — Business Reasoning & Timing
Disney’s streaming unit only recently achieved profitability, and it’s pushing to turn the digital segment into a more dependable revenue driver. The constant price creep suggests the company sees limited room to grow by volume alone, it now wants more value per user.
But the context matters: the announcement comes on the heels of ABC’s abrupt decision to pull “Jimmy Kimmel Live!”, following backlash over Kimmel’s remarks about the alleged killer of conservative activist Charlie Kirk. The show’s removal sparked social media uproar, boycott pledges, and pressure on Disney to reverse its move. Ultimately, the show was restored.
Some critics argue that Disney may have accelerated the decision to bring Kimmel back because subscriptions were already slipping, a phenomenon exacerbated by the public relations crisis. As one insider was quoted saying, the company “couldn’t risk losing more users with this announcement.” The Verge
In short: the price hike may have been planned, but the optics make it appear poorly timed.
Broader Industry Trends & Comparisons
Disney is far from alone. Rivals such as Netflix, Apple TV+, and Peacock have also raised prices in recent months. As the streaming wars mature, many platforms are squeezing consumers harder, choosing revenue over subscriber growth.
Also worth noting: ESPN’s streaming product (formerly ESPN+) is being rebranded to ESPN Select, and that too is getting a price bump from $11.99 to $12.99 monthly, with the annual plan rising accordingly. This change comes as ESPN’s long-term deal with UFC winds down at the end of 2025.
What It Means for Consumers
- Sticker shock is real. A $2–$3 increase adds up over time, especially for households using multiple plans or bundles.
- Bundles may still offer the best value. If you’re already subscribed to Disney+, Hulu, or ESPN, re-evaluating whether the bundled deals still make sense is worthwhile.
- Watch for cancellation waves. Given that many subscribers were vocal about canceling in response to the Kimmel incident, some may follow through when the new prices land.
- Scope for backlash or churn. Disney needs to navigate perceptions carefully or risk users jumping ship, especially in a competitive streaming landscape.
Worth the Price?
Disney’s streaming price hike feels like a calculated risk. On one hand, the company is finally pushing its digital arms toward profitability. On the other, it’s doing so amid a PR fiasco that likely eroded goodwill. For consumers and subscribers, the question will be whether the next season’s content, Marvel, Star Wars, sports justifies the extra cost.
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