Walt Disney Company has announced another round of price increases for its flagship streaming platform, Disney+, marking the fourth consecutive year the service has become more expensive for U.S. subscribers. The company said the changes will take effect on October 21, 2025, as part of its continued push to boost profitability from its digital entertainment division.
According to Disney, the ad-supported Disney+ plan will rise by $2, bringing the new monthly cost to $11.99. The premium, ad-free tier will increase by $3 to $18.99 a month, while annual premium subscriptions will see a $30 hike, rising to $189.99. Bundled streaming packages that combine Disney+ with Hulu and ESPN+ will also face corresponding increases, the company confirmed.
The price adjustments underscore Disney’s efforts to strengthen its balance sheet and drive sustainable profits from its streaming business. Since its launch in November 2019 at an initial price of $6.99 per month, Disney+ has grown into one of the leading global streaming platforms, though the company has consistently raised fees to offset rising content costs and intense competition.
Disney said its streaming division turned profitable for the first time in 2024, but analysts note that ongoing investment in original programming, live sports rights, and platform technology has placed continued pressure on margins. By raising prices, the company hopes to balance the demand for fresh content with its commitment to shareholder returns.
This latest increase comes at a time of heightened public scrutiny of Disney. The company recently faced backlash after temporarily suspending Jimmy Kimmel Live! on ABC, sparking boycott calls from some viewers. Critics argue that the timing of yet another price hike may add to consumer frustration, though Disney insists its services continue to deliver strong value in an increasingly fragmented streaming market.
Over the past three years, Disney has steadily adjusted its pricing structure. In December 2022, the company imposed a sharp 38% increase, followed by additional hikes in October 2023 and 2024. Executives maintain that these changes are necessary to reflect the growing scale of the service and its vast library of original films, Marvel series, Pixar titles, and exclusive sports content through ESPN+.
Industry analysts suggest the higher subscription fees could test consumer loyalty, particularly in a competitive environment where rivals like Netflix, Amazon Prime Video, and Apple TV+ are also raising prices. However, Disney remains confident that its mix of family-friendly programming, blockbuster franchises, and bundled offerings will help retain its subscriber base.
As the new pricing takes effect next month, millions of Disney+ subscribers in the United States will once again be weighing the value of their streaming choices. For Disney, the challenge remains striking a balance between affordability for households and the financial demands of running a global streaming empire.
