Disney will jack up the price of its streaming services and vowed to clamp down on password sharing, the company said Wednesday as it posted a mixed quarterly earnings report.
The increases will raise the monthly cost of ad-free Disney+ by $3, or roughly 27%, to almost $14. The cost of ad-free Hulu will likewise rise $3 to almost $18 — a 20% hike that will make it more expensive than the most popular ad-free tier at Netflix.
Disney CEO Bob Iger acknowledged that the price hikes are intended to steer consumers toward cheaper ad-supported versions of these services, whose subscription prices are not changing.