The streaming world is getting pricier. Disney has just joined the ranks of media giants raising their service fees, marking a year since their last big price jump. The new ad-free Disney+ and Hulu bundle now costs $21.99 a month, while the standalone plans will be $21.49 each. Peacock and Apple TV have also seen recent hikes, while Netflix increased its prices earlier this year.

Since Disney+ launched in 2019, its introductory price of $6.99 has steadily moved away from that point, as the company aims to make streaming a profitable part of its business. The latest price increase follows a 11% rise in entertainment streaming revenue from Disney+ and Hulu to $5.5 billion in the third quarter of 2026, driven by subscriber growth and previous price hikes.

Disney is not resting on its laurels, though. It’s exploring new ways to expand its streaming business, such as introducing a free tier that could compete directly with platforms like YouTube and Tubi, which have been gaining viewers. Meanwhile, the company has also introduced new features, like Playlists, to help users discover and watch content.

As streaming continues to grow, the question remains: are we getting better value for money, or are we just paying more for ads? The future of entertainment seems to be a bit more expensive, one price hike at a time.