Disney set to elevate streaming prices, Bloomberg reports

Investing.com -- Walt Disney Company (NYSE: DIS) is preparing to raise prices across several of its streaming services as early as Wednesday, according to a report from Bloomberg. The flagship ad-free Disney+ tier will see a 13% increase, rising $2.50 to $21.49 per month, while standalone ad-free Hulu will undergo an identical price hike.

The strategic adjustment narrows the price gap between Disney’s primary service and key rival Netflix Inc., which charges $26.99 monthly for its top-tier plan. By lifting standalone costs, Disney continues to align its subscription strategy with broader market trends aimed at accelerating direct-to-consumer margins.

The pricing action comes amid a broader industry push for sustainable profitability, with media peers including Netflix, Apple, Comcast, and Paramount Skydance similarly elevating subscription fees. Disney’s entertainment segment previously demonstrated strong operational momentum in its third quarter, fueled by an expanding online video profit margin and a 64% surge in operating income.

The shift also follows executive realignments aimed at optimizing Disney's direct-to-consumer footprint, including the recent appointment of Adam Smith as sole chair of the streaming division. Alongside newly appointed Chief Technology Officer Karandeep Anand, management remains focused on modernizing user engagement and expanding platform features.

Chief Executive Officer Josh D’Amaro has emphasized that the digital ecosystem will ultimately broaden beyond traditional media into merchandise, gaming, and interactive experiences. Despite the reported price adjustments, Disney shares remained largely flat in Wednesday trading as investors digested the revenue implications against potential subscriber resistance.

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