Disney (DIS) Stock: Streaming Prices Soar Again as Kimmel Controversy Rages On

TLDR

Table of Contents

Disney is raising streaming prices again starting October 21, with Disney+ ad-supported tier jumping 20% to $11.99 monthly
Bundle prices are also increasing, with the Disney+/Hulu ad-supported package rising to $12.99 from $10.99
This marks Disney’s fourth consecutive year of price hikes as the company pushes for streaming profitability
The timing follows controversy over Jimmy Kimmel’s suspension and calls for Disney+ cancellations
Apple is also raising Apple TV+ prices to $12.99 monthly starting October 5

Disney is raising prices across its streaming platforms for the fourth straight year. The increases take effect October 21.

Disney+ is increasing their subscription prices on October 21.
• Standalone plan with ads will increase by $2 to $11.99 per month
• Premium plan will increase by $3 to $18.99 pic.twitter.com/WcK6WL11ei
— DiscussingFilm (@DiscussingFilm) September 23, 2025

The ad-supported Disney+ tier will cost $11.99 monthly, up from $9.99. That’s a 20% jump for subscribers.

Disney+ Premium without ads rises to $18.99 monthly from $15.99. Annual subscriptions climb to $189.99 from $159.99.

Bundle pricing is also going up. The Disney+ and Hulu combo with ads increases to $12.99 from $10.99.

The premium bundle including Disney+, Hulu, and ESPN Select jumps to $29.99 from $26.99. Live TV options see similar increases.

Disney shares showed little movement following the announcement. The stock closed down 0.28% at $112.25.

The company targets $1.3 billion in streaming operating income for its fiscal year ending this month. Last October, Disney raised prices by as much as 25%.

Timing Draws Extra Scrutiny

The price hike announcement comes days after Disney faced subscriber backlash. The controversy centers on Jimmy Kimmel’s recent suspension from ABC.

Disney suspended “Jimmy Kimmel Live!” following the host’s comments about conservative activist Charlie Kirk’s assassination. Major affiliates Sinclair and Nexstar pulled the show from their stations.

Nexstar called Kimmel’s remarks “ill-timed and insensitive.” The suspension drew criticism about free speech.

Disney announced Monday that Kimmel would return Tuesday night. However, Sinclair and Nexstar plan to continue preempting the show in dozens of markets.

The fallout sparked calls for Disney+ cancellations. Hollywood figures including HBO’s John Oliver urged consumers to drop their subscriptions.

Online searches for “how to cancel Disney+” spiked during Kimmel’s suspension week. The timing of the price increases isn’t helping Disney’s case with frustrated subscribers.

Industry-Wide Price Pressures

Disney isn’t alone in raising streaming costs. Apple announced Apple TV+ will increase to $12.99 monthly starting October 5.

That’s up from $9.99 for Apple’s streaming service. Apple One bundles start at $19.95 monthly.

Media companies are pushing for streaming profitability after years of heavy investment. Price hikes have become a regular strategy.

Ross Benes from EMarketer notes that small increases “add up over time” for consumers. He expects more price bumps across the industry.

Disney previously raised streaming prices in 2021, 2023, and 2024. The pattern shows consistent revenue pressure.

The company launched ESPN Unlimited in August at $29.99 monthly. Disney offers a bundle deal including Disney+, Hulu, and ESPN Unlimited for that same price.

Hulu+ Live TV climbs to $89.99 monthly from $82.99. Stand-alone Live TV reaches $88.99 from $81.99.

Premium subscribers face the steepest increases. The top-tier bundle with HBO Max rises to $32.99 monthly without ads.

Disney said the price changes were part of regular business planning. Notifications to subscribers began this week across all affected services.

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