Disney, the global entertainment titan, is once again hiking prices for its popular streaming services—Disney+, Hulu, and ESPN Select—just as it weathers a storm of public backlash over its handling of the late-night show Jimmy Kimmel Live! The new subscription rates, announced on September 23, 2025, will take effect for U.S. customers starting October 21, 2025, and will impact millions of households already feeling the pinch from previous increases.
According to CNBC and The Hollywood Reporter, the price of the ad-supported Disney+ plan will jump by $2 to $11.99 per month, while the premium, ad-free Disney+ tier will see a $3 bump to $18.99 per month or a $30 increase to $189.99 annually. Hulu’s ad-supported plan is also climbing by $2 to $11.99 per month, and the Disney+ and Hulu bundle will rise from $10.99 to $12.99 monthly. Bundles that include Disney+, Hulu, and ESPN Select will now cost $19.99 per month, up from $16.99, and the premium version of that bundle will reach $29.99, a $3 increase. ESPN Select’s standalone plan will also rise by $1 to $12.99 per month. Notably, Hulu + Live TV bundles that include Disney+ and ESPN Select are slated for increases of $7, with monthly prices hitting $89.99 or $99.99 depending on the package, as detailed by The Verge and TheWrap.
For those keeping score, this marks the third time in as many years that Disney has raised its streaming prices, with previous hikes rolled out in December 2022, October 2023, and October 2024. When Disney+ first launched in 2019, it was priced at just $6.99 per month—a far cry from today’s rates. Disney’s support website and subscriber notifications confirm that new customers will see the higher prices immediately after October 21, while existing subscribers will face the increases on their next billing cycle following that date.
While Disney executives insist these changes are part of a planned business process to support ongoing content investments, the timing has raised eyebrows. The announcement came directly on the heels of a public relations firestorm over the company’s decision to suspend Jimmy Kimmel Live! after the host made comments about the suspected killer of conservative activist Charlie Kirk. The controversy escalated when the Federal Communications Commission’s chairman—aligned with former President Donald Trump—threatened to revoke ABC’s affiliate licenses over Kimmel’s remarks. Disney, which owns ABC, initially pulled the show off the air on September 17, 2025, sparking widespread criticism from viewers, writers, union members, and even high-profile celebrities.
According to CNN and TheWrap, the suspension prompted an organic boycott of Disney’s streaming services, with fans and public figures like Howard Stern canceling their subscriptions in solidarity with Kimmel. An open letter signed by over 400 artists and distributed by the American Civil Liberties Union condemned Disney’s move, and social media buzzed with calls to #CancelDisneyPlus. Some subscribers even speculated, as reported by journalist Marisa Kabas, that Disney’s quick reversal—announcing Kimmel’s return to air just six days after the suspension—was motivated by concerns over hemorrhaging subscription numbers ahead of the planned price increases.
Disney, for its part, has maintained that the price hikes and the Kimmel controversy are unrelated. An insider familiar with the matter told TheWrap, “We regularly evaluate the business and when we increase prices, it is so that we can continue to invest in our content and our products.” The company’s official statement added that the suspension was meant to “avoid further inflaming a tense situation at an emotional moment for our country,” acknowledging that some of Kimmel’s comments were “ill-timed and thus insensitive.” After what Disney described as “thoughtful conversations” with Kimmel, the decision was made to bring the show back on September 23, 2025.
Despite the reinstatement, the fallout continues. Several ABC affiliates owned by Sinclair and Nexstar—who together control more than 20% of ABC’s distribution—are still refusing to broadcast Jimmy Kimmel Live! These local media giants remain at odds with Disney, further complicating the network’s efforts to restore normalcy and stem the tide of negative press.
The company’s streaming business, however, is a juggernaut by the numbers. As of Disney’s third fiscal quarter in 2025, it reported a total of 207.4 million subscribers across Disney+, Hulu, and ESPN+. Disney+ alone boasted 127.8 million subscribers, with Hulu at 55.5 million (including 4.3 million Hulu + Live TV customers) and ESPN+ at 24.1 million. The continued growth of these services is a key driver behind Disney’s aggressive pricing strategy, as the company seeks to maintain profitability in a fiercely competitive market.
Disney’s latest price increases also coincide with the recent launch of a new ESPN app in August 2025, which aims to leverage expanded sports content to attract new subscribers to its streaming bundles. As part of this push, Disney is offering the Disney+, Hulu, ESPN Unlimited Bundle at a discounted $29.99 per month, providing live access to all ESPN networks and services. The move is designed to capitalize on the enduring appeal of live sports, even as cord-cutting accelerates and traditional TV audiences dwindle.
Yet, questions linger about the long-term impact of these repeated price hikes. Will loyal Disney fans continue to pay more each year for the same content, especially when faced with controversies and public relations stumbles? Or will the combination of rising costs and political drama drive more viewers to reconsider their subscriptions? For now, Disney appears confident in its strategy, betting that its vast library of content—and the enduring power of its brands—will keep subscribers coming back, even as the price of admission keeps climbing.
As October 21 approaches, subscribers will have to decide whether the magic of Disney is still worth the ever-increasing cost. For Disney, the challenge will be balancing profitability with public perception—a tricky feat in a media landscape where both can shift in an instant.
