[DigitalToday reporter Chi-gyu Hwang (황치규)] Disney has raised subscription prices again for Disney Plus (Disney+) and Hulu.

On Sept. 23, TechCrunch reported that the ad-free Disney+ and Hulu bundle rose to $21.99 a month from $19.99, while the ad-free standalone Disney+ and Hulu plans rose to $21.49 a month from $18.99.

The ad-supported standalone Disney+ and Hulu plans were also adjusted to $12.49 a month. The new prices were reflected on the Disney+ support page.

Disney raised streaming prices again after sharply increasing rates about a year ago. A broader trend of price increases across the streaming industry is also continuing. Peacock and Apple TV also raised prices in August, and Netflix raised prices earlier this year.

Disney+ launched in 2019 with a basic monthly subscription fee of $6.99. Disney has since raised prices in stages to boost the profitability of its streaming business.

Streaming is also taking up a larger share. Disney said in its fiscal 2026 third-quarter results that Disney+ and Hulu entertainment streaming revenue rose 11 percent to $5.5 billion, supported by subscriber growth and the impact of earlier price increases.

Beyond price increases, Disney is also reported to be reviewing the possibility of introducing a free Disney+ plan. Earlier this month, it also added a "playlist" feature to help users find selected content more easily and keep watching in sequence.

It is also restructuring its technology organization. Disney recently hired Karan Deep Anand as its first chief technology officer.