# Disney+ and Hulu raise prices again after doubling profits

> Disney's streaming services hit customers with their fourth price increase in four years, even as the company's streaming profits surge.
- Title: Disney+ and Hulu raise prices again after doubling profits
- Summary: Disney's streaming services hit customers with their fourth price increase in four years, even as the company's streaming profits surge. Disney is raising…
- Keywords: disney+, hulu, price increase, streaming services, disney, netflix, espn, streaming bundles, profitability, subscriber growth, technology, science
- Source: Ars Technica — https://arstechnica.com/gadgets/2026/09/disney-and-hulu-raise-prices-by-up-to-13-percent-after-doubling-profits
- Published: 2026-09-23T21:18:53+00:00
- Read time: 1 min
- Topics: disney+, hulu, price increase, streaming services, disney, netflix, espn, streaming bundles, profitability, subscriber growth, technology, science
## Disney+ and Hulu hike prices again
Disney+ and Hulu's ad-free plans jump 13 percent to $21.50 per month. Bundle prices also increase, with some rising by up to $4 monthly.
## Fourth price hike in four years
Disney+ has raised prices in December 2022, October 2023, October 2024, and now September 2026. Hulu has followed a similar pattern since 2022.
## Now pricier than Netflix
Disney+ and Hulu's ad-free plans at $21.50 exceed Netflix's standard $20 plan. Only Netflix's $27 premium tier with 4K costs more.
## Profits more than doubled
Disney+ and Hulu's combined operating income jumped 116 percent to $712 million, while revenue grew 11 percent. Netflix reported $4.19 billion in operating income.
## Chasing Netflix's profitability
Disney is prioritizing profits over subscriber growth, following Netflix's successful shift away from racing for users. Bundles may also reduce cancellations.
## Disney still trails Netflix
Disney+ has 131.6 million subscribers and Hulu has 59.7 million, compared to Netflix's 325 million. But Disney's streaming profits are growing fast.
## Key takeaway

Disney is raising prices on its streaming services while profits double, following Netflix's playbook to prioritize profitability over subscriber growth.