Disney has announced that it will be increasing the prices of its streaming services, Disney+ and Hulu, in October. The ad-free version of Disney+ will increase from $10.99 to $13.99 per month, while the ad-supported version will remain at $7.99 per month. The ad-free version of Hulu will increase from $14.99 to $17.99 per month, while the ad-supported version will remain at $7.99 per month.

The price increase is effective for new subscribers starting on October 12, 2023, and for existing subscribers starting on November 1 2023.

Disney has cited rising content costs as the reason for the price increase. The company has been investing heavily in new content for its streaming services, including original series and movies, as well as live sports. The price increase is likely to be met with some resistance from subscribers, but it is not unexpected. Streaming services have been raising prices in recent years, as they compete for subscribers and content.

“The strong momentum of our ad-supported plans in the U.S. demonstrates the importance of providing consumers with choice, flexibility and value,” said Joe Earley, President, Direct-to-Consumer, Disney Entertainment. “We are excited to expand that offering in more markets across the globe, including in Europe and Canada, and to launch a new premium duo bundle of ad-free Disney+ and Hulu this Fall, as we take steps toward making extensive Hulu content available via Disney+ later this year for Bundle subscribers.”