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The Walt Disney Company has announced significant price increases for its popular streaming services, Disney+ and Hulu, effective October 21. This decision comes at a time when the entertainment giant is already facing widespread public backlash and boycotts, primarily stemming from the recent controversy surrounding Jimmy Kimmel Live!
Subscribers to Disney+ will see their monthly costs rise by up to 20 percent. The ad-supported Disney+ plan is increasing from $10 to $12 per month, while the ad-free option jumps from $16 to $19 monthly. For those who prefer annual payments, the ad-free plan will go from $160 to $190.
Broader Impact Across Disney’s Streaming Portfolio
The price adjustments extend beyond just Disney+. Customers of Hulu and ESPN Select will also experience increased rates. Furthermore, all Hulu + Live TV packages and bundles combining Disney’s trio of streaming services will see their prices climb. Even those subscribed to the bundle including Disney+ and Hulu alongside Warner Bros. Discovery’s HBO Max should anticipate paying up to 17.6 percent more starting October 21.
For many cord-cutters, the consistent rise in streaming service prices is an unwelcome, yet familiar, trend. Disney+ has a history of annual price hikes, with previous increases occurring in October 2024, October 2023, and December 2022 since its launch in November 2019. Despite these recurrent increases, the timing of this latest announcement is particularly noteworthy.
A Storm of Controversy: The Kimmel Saga
September 2025 has proven to be a tumultuous month for Disney. The company has been at the center of boycotts and protests from a diverse group, including streaming subscribers, broadcast viewers, free speech advocates, celebrities, and politicians across the political spectrum.
The controversy began on September 17 when Disney-owned ABC indefinitely preempted Jimmy Kimmel Live! This decision followed comments Kimmel made on September 15 regarding the murder of right-wing influencer Charlie Kirk. Federal Communications Commission (FCC) Chairman Brendan Carr voiced strong disapproval, leading ABC affiliate owners such as Nexstar and Sinclair to pull the show from their stations.
The public reaction was swift and severe. Protests erupted outside Disney Studios in Burbank, California, and social media was flooded with calls to cancel Disney+. According to Yipit data cited by The New York Times, this wave of cancellations significantly impacted subscriber churn, surpassing previous streaming boycotts.
Prominent figures, including hundreds of celebrities—many with long-standing ties to Disney—publicly condemned the move as an affront to free speech. Former and current Disney employees questioned leadership, and artists like Sarah McLachlan boycotted premieres of Disney-owned projects. The situation also drew bipartisan political criticism, with Republicans accusing Chairman Carr of overreach and Democrats expressing disapproval of the decision to remove Kimmel.
Interestingly, Carr himself has since denied threatening ABC’s broadcasting licenses and has shifted the blame to Disney, stating that the company “on its own made the business decision not to have him air…”
Bewildering Timing Fuels Further Outrage
Just as Disney announced Kimmel’s return to air, signaling a potential move to prioritize free speech and the associated millions in ad revenue, the company simultaneously revealed its new, higher prices. This juxtaposition has been widely criticized as tone-deaf and exceptionally poorly timed, compounding the anger of already disgruntled subscribers, employees, and public figures.
Moreover, Kimmel’s return does not signify the end of the controversy; reports indicate that approximately one-fourth of ABC stations will not air the show. Disney’s strategy appears to be a “business-as-usual” approach, perhaps hoping the storm will pass or that Kimmel’s reinstatement will placate critics. However, the core issues of free speech and consumer value are proving too significant to be easily dismissed.
While the price hikes were likely planned in advance, the sheer scale of the ongoing public outrage should have been a paramount consideration for any major announcements this week, especially those perceived negatively. This turbulent period has starkly highlighted a disconnect between Disney’s priorities and the expectations of a substantial portion of its customer base. With elevated streaming costs just weeks away, the ultimate decision now rests with the subscribers.