Disney+ Plans Subscription Price Increase for October 2023

Walt Disney Company announced on October 21, 2023, it will increase subscription prices for its Disney+ streaming service in the United States. This marks the fourth consecutive year the entertainment giant has raised prices as part of a strategy to enhance profitability from its digital platforms.

The ad-supported Disney+ plan will see an increase of $2, raising the monthly fee to $11.99. Meanwhile, the ad-free premium tier will rise by $3, bringing the cost to $18.99 per month. Annual subscriptions for the premium service will also experience a significant jump, increasing $30 to a total of $189.99. Additionally, bundled packages that combine Disney+ with Hulu and ESPN+ will also incur price hikes, as stated on the company’s website.

This decision comes amid growing public scrutiny surrounding Disney, particularly following the recent controversy involving the temporary removal of Jimmy Kimmel Live! from ABC. This incident has led to calls for a boycott of the company’s services, further complicating its current business strategies.

Disney+ first launched in November 2019 with an introductory price of $6.99 per month. Since then, the service has gradually raised its prices, aiming to turn streaming into a more profitable venture. In fact, Disney’s streaming business achieved profitability for the first time last year, indicating a potential turnaround in its digital strategy.

The price hikes are a continuation of a broader trend within the streaming industry, where competition is intensifying. Disney implemented a notable 38% increase in December 2022, followed by further adjustments in October 2023 and again in 2024. As Disney navigates this complex landscape, it remains focused on maximizing revenue from its streaming platforms while managing public perception and subscriber satisfaction.