Disney Plus to increase prices soon.

Disney Plus to increase prices soon.

Disney Plus Price Hike: Finding the Balance in the Streaming Jungle

Disney Plus Price Hike

Disney announced a price increase for its streaming platform, Disney Plus, as part of its third-quarter earnings report. While some subscribers may cringe at the news, there is a bigger picture to consider. CEO Bob Iger has revealed the reasoning behind this decision, shedding light on Disney’s strategic moves in the streaming war.

Starting from October 12, the ad-free Disney Plus plan will be priced at $13.99 per month, a jump from its previous cost of $10.99. However, subscribers can still choose the original ad-supported plan, which will remain at $7.99 per month. In addition, Hulu, a streaming service owned by Disney, will also experience a price increase. The ad-free version of Hulu will now cost a whopping $17.99 per month, while the ad-supported version maintains its $7.99 price tag.

A Strategic Move by Disney

Bob Iger had already hinted at a price increase during Disney’s Q2 earnings call in May. His plan was to widen the pricing gap between the ad-free and ad-supported plans, offering a clearer distinction between the two services. Moreover, Iger also mentioned the possibility of a bundled subscription plan that combines Disney Plus and Hulu.

Variety has recently confirmed that such a plan will be available for subscribers at $19.99 per month. This bundled subscription will be ad-free, providing a seamless experience across both platforms. With this move, Disney aims to capture a wider audience and offer them a more attractive and cost-effective option.

Subscribers Not Deterred

Despite the price hikes earlier this year, Disney Plus saw only a minimal loss in subscribers. This fact supports Iger’s recent statement on the earnings call, where he expressed confidence that the upcoming price increase would not significantly impact subscriber numbers. People seem willing to pay for the quality content that Disney provides, understanding the value behind it.

In India, however, Disney Plus faced challenges during this quarter. The loss of streaming rights to Indian Premier League cricket matches contributed to a decline in subscribers, resulting in a worldwide loss of approximately 11.7 million users. It’s worth noting that Disney is still in the process of building its streaming empire and is investing heavily in content and infrastructure.

Striving for Margins Like Netflix

Disney Plus is still considered a young streaming platform. Iger highlighted this fact during the earnings call, emphasizing that the service is not even four years old yet, having launched in November 2019. Comparing Disney Plus to Netflix, he acknowledged the challenge of achieving similar profit margins. Netflix attained its impressive margins over a significantly longer period, as it carefully balanced investments in programming, pricing strategies, and marketing.

Disney Plus aims to find the same equilibrium but recognizes the need to achieve a better balance in terms of cost savings, pricing, marketing expenditure, and technological innovations that drive customer engagement. As Disney expands its streaming business, it will continue to explore different ways to enhance its profitability.

The Streaming Competition

Disney has already adjusted the prices of both Disney Plus and Hulu individually in response to the introduction of an ad-supported tier. This tier allows it to compete directly with industry giants like Paramount Plus, Pluto TV, and Netflix’s recent foray into ad-supported streaming.

Following in the footsteps of Warner Bros. Discovery, which recently announced its integrated app, Max, combining the libraries of HBO Max and Discovery Plus, Disney is now consolidating more content under one platform. This trend of combined services seeks to simplify the streaming experience for subscribers, giving them access to a wider range of content in a single app.

Strengthening Security Measures

Addressing one of the major concerns of streaming services, Iger hinted that Disney Plus may implement password-sharing policies, similar to Netflix. The Verge reported his statement, revealing that Disney is actively exploring options to tackle account sharing. While this might not sit well with some users, it is a necessary step for the company to maintain the value and integrity of its streaming platform.


Disney’s decision to raise prices for Disney Plus and Hulu is backed by a well-thought-out strategy. By offering different subscription options and bundling services, the company is positioning itself to cater to a wide range of audiences. Despite minimal subscriber loss in previous price adjustments, the upcoming increase is unlikely to have a significant impact on the platform’s popularity. As Disney refines its strategy, it aims to achieve the profit margins enjoyed by streaming veterans like Netflix. In the evolving streaming landscape, Disney is determined to find the right balance between investment and revenue, ensuring a sustainable and successful future for its streaming business.

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