Disney+ raises price 13% to $21.49 a month, sources say
A separate report puts the new no-ads price at $18.99 a month, starting October 21
Published
Chart: DIS, one-minute prices, three sessions
Disney+ is raising the price of its ad-free plan by 13%, to $21.49 a month, according to sources. The company has not confirmed the figure publicly.
A report from TechCrunch describes a different number for the same plan: a $3 increase to $18.99 a month for Disney+ Premium, taking effect October 21 and covering both standalone subscriptions and bundles. Disney has not said which figure is correct.
TechCrunch reports that Disney's last price change came in October 2024, when the ad-free plan rose from $13.99 to $15.99 and the ad-supported plan rose from $7.99 to $9.99. Disney+ launched in 2019 at $6.99 a month, the outlet reports.
This is the third increase in two years, alongside tighter rules on account sharing. It comes after a quarter in which the service already posted double-digit profit margins, pointing to pricing power rather than rising costs. Investors have largely priced in margin expansion and profitability at Disney's streaming arm, so the reaction is likely to hinge less on the increase itself than on whether subscribers stay once the higher price takes hold.