[vc_row][vc_column][vc_column_text dp_text_size=”size-4″]The Walt Disney Company has officially declared a new price increase for its Disney+ subscription, marking the second rate adjustment in just two years.
Starting from October 12, subscribers in the United States who opt for the ad-free version of Disney+ will experience an escalation in their subscription fees. This price hike is anticipated to roll out to other countries in the coming weeks. Simultaneously, the company has decided to expand the availability of its ad-supported option, slated to launch in Canada and select European countries on November 1.
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The following table outlines the price changes:
| Tier | After 12 October 2023 | Price Since December 2022 | Price in 2021 |
| Disney+ (ad-free) | $13.99 | $10.99 | $7.99 |
| Hulu (ad-free) | $17.99 | $14.99 | $12.99 |
| ESPN+ (with ads) | $10.99 | $9.99 | $6.99 |
| Disney+, Hulu, ESPN+ (with ads) bundle | $14.99 | $12.99 | N/A |
| Disney+ (ad-free), Hulu (ad-free), ESPN (with ads) bundle | $24.99 | $19.99 | N/A |
Disney is confident in the strength and competitiveness of its content, particularly when compared to market leader Netflix, which justifies the price increase. According to CEO Bob Iger’s statement in a recent earnings report, the previous price adjustment resulted in very few subscribers canceling their memberships.
Disney’s decision to raise prices once more could be attributed to the positive trend in subscriber growth. The fact that the cost of the ad-supported option remains unchanged suggests Disney’s encouragement for customers to switch to this model. Iger also expressed the belief that the advertising potential of streaming platforms currently exceeds that of linear television.
In the recent quarter, Disney+ experienced a decline of 0.3 million subscribers, bringing the total subscriber count to 46 million. Although the inclusion of advertisements in the subscription model was introduced relatively recently, 3.3 million North American subscribers have already opted for this option, constituting 40% of new additions in the region.
Disney’s streaming division reported a loss of $512 million in the latest fiscal quarter. Despite an overall increase of 800,000 subscribers, there was a significant drop in India where the Disney+ HotStar subscriber base decreased from 52.9 million to 40.4 million, primarily due to the loss of streaming rights for the Indian Premier League (IPL).[/vc_column_text][/vc_column][/vc_row]
