Disney is increasing the prices of its streaming services, following the trend of competitors like Apple, Netflix, and Comcast-owned Peacock, who have also raised their subscription costs. Effective October 21, Disney+’s ad-supported plan will rise from $9.99 to $11.99 per month, while the ad-free plan will increase from $15.99 to $18.99.

The bundled Disney+ and Hulu plan with ads will go from $10.99 to $12.99 per month, and the ad-free version will cost $19.99. Additionally, the package including Disney+, Hulu, and ESPN Select with ads will increase from $16.99 to $19.99 per month, while the ad-free option will rise from $26.99 to $29.99.

Disney reported adding 1.8 million subscribers to Disney+ in the third quarter, reaching 128 million total subscribers.

According to Nielsen, 46% of Americans now watch TV and movies on streaming platforms, compared to 23% on cable and 19% on traditional networks, highlighting the growing dominance of streaming services amid rising costs.